# Show-Level Ad Marketplaces Starling Gives Advertisers More Context For Streaming TV Buys By Ellen Smith | Written with AI assistance | Published 2026-10-15 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/show-level-ad-marketplaces References: [adexchanger](https://www.adexchanger.com?p=471609)  Starling launched last month as a streaming TV ad company built to turn show-level viewing signals into media buys that marketers can actually use. The roughly 20-person startup packages program data into audience segments for buyers who want more than broad [connected TV targeting](https://www.trendhunter.com/trends/selfserve-tv-advertising), addressing a gap that has left streaming inventory less transparent than traditional TV. Using title-level information from publishers such as AMC and Paramount, it can group inventory around viewing behavior and sell it through [private marketplace deals](https://www.trendhunter.com/trends/programmatic-targeting-solution), giving agencies a clearer way to buy context at scale. Its clean-room and modeling approach is meant to keep personal data out of reach while still linking what people watch to addressable audiences. Show-level data turns a long-requested transparency feature into a pricing tool for both sides of the deal. Buyers get context they can plan around, and publishers get a stronger case for higher-value streaming inventory across platforms. Image Credit: AdExchanger ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 5% | Activity: 8% | Freshness: 98% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [New Ventures](https://www.trendhunter.com/newventures) ## Key Themes ### Key Themes Behind This Trend - **Show-level Targeting:** Streaming ad platforms are converting specific program-viewing signals into audience packages, creating new value from contextual media buying that goes beyond broad connected TV demographics. - **Privacy-safe Audience Modeling:** Clean rooms and modeled viewing behavior are reshaping addressable advertising by allowing richer targeting signals without exposing personal data across the media supply chain. - **Contextual Streaming Marketplaces:** Private marketplaces built around content context are giving publishers stronger pricing leverage while helping advertisers plan campaigns around more transparent streaming inventory. ### Where This Applies - **Connected TV Advertising:** Granular show-level data is redefining how streaming inventory is bought and sold, opening space for premium pricing models tied to viewing context. - **Media Measurement:** Demand for transparent title-level signals is expanding the role of measurement providers as buyers seek clearer links between programming, audiences, and campaign outcomes. - **Ad Tech:** New infrastructure for clean-room activation, audience segmentation, and private marketplace deals is enabling more precise streaming transactions across fragmented publisher ecosystems. ## Related on Trend Hunter - [Connected TV Ad Features](https://www.trendhunter.com/trends/Walmart-Connect.md) - [Video-Based Commerce Media Channels](https://www.trendhunter.com/trends/universal-ads.md) - [Creator-Produced TV Commercials](https://www.trendhunter.com/trends/Creator-Produced-TV-Commercials.md) - [Interactive Streaming Ads](https://www.trendhunter.com/trends/interactive-streaming-ads.md) - [Omnichannel Retail Media Networks](https://www.trendhunter.com/trends/Omnichannel-retail-media-networks.md) - [Retail-Linked Targeting Features](https://www.trendhunter.com/trends/amazon-audiences.md) - [AI-Powered Ad Platforms](https://www.trendhunter.com/trends/fox-adstudio.md) - [Collaborative Advertising Tech](https://www.trendhunter.com/trends/streaming-media-quality.md) - [AI-Personalized Streaming Ads](https://www.trendhunter.com/trends/AI-personalized-streaming-ads.md)