Observed Signal · Sep 29, 2026 · Product Launch · Source: https://martechseries.com/feed/ · Impact: 2/5 · Sentiment: Positive
Starling Launches CTV Supply-Side Platform from Stealth
Starling, a new supply-side platform (SSP) purpose-built for connected TV (CTV), has officially launched. The company emerges from stealth with backing from MBL Partners and strategic investors, aiming to address fragmentation, lack of transparency, and underutilized audience intelligence in CTV advertising. Starling offers content and program-level intelligence, down to show-level reporting, and supports emerging formats like pause ads and home-screen placements. The leadership team includes Michael Bassik as Executive Chair and Acting CEO, Sean Miller as COO/CFO, Reshmi Nair as CTO (formerly of Magnite), and Wil Danielson as CRO (formerly of Nexstar). Starling has secured publisher relationships including Xumo, to provide access to premium inventory such as live sports.
The launch of a new CTV-focused SSP adds to the competitive landscape, but it is a new entrant with no disclosed funding or revenue figures, so its immediate industry impact is moderate.
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Key Takeaways & Evidence Grounding
- Starling launched as a CTV-focused supply-side platform (SSP).
- The company is backed by MBL Partners and strategic investors.
- Reshmi Nair, formerly of Magnite, joins as CTO.
- Wil Danielson, formerly of Nexstar, joins as CRO.
- Xumo is a publisher partner providing premium inventory access.
Connected Companies & Entities
3 Entities mapped“Reshmi Nair, a former senior engineering executive at Magnite...”
“more efficient access to premium inventory ... with publishers including Xumo...”
“Wil Danielson, formerly SVP, Business Planning and Sales at Nexstar Media Group, Inc....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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2026 AdExchanger Awards Gala Honors Industry Best
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