Meta explores CTV ad expansion with meetings at Magnite, FreeWheel and TV makers to extend demand to streaming

Meta has held a series of exploratory meetings since early 2025 with supply-side players including Magnite and Comcast-owned FreeWheel, along with TV manufacturers and publishers, to assess how it could access connected TV inventory at scale, according to multiple sources who spoke to Digiday. Several sources described the likely setup as an “audience extension” model similar to Meta Audience Network, allowing advertisers to use Meta's targeting and optimization tools to reach users on streaming inventory beyond its owned-and-operated apps, though no product has been formally announced and a Meta spokesperson said the company had nothing to share. Max Willens, principal analyst at eMarketer, told Digiday that Meta is “well-positioned to help in the CTV context because of its massive scale, extensive reach, and strong advertiser base.”