Starling Launched Streaming TV Advertising Platform
The startup provides streaming publishers and advertisers with show-level content data while navigating privacy regulations.
Updated on Oct. 13, 2026 in Advertising
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In September 2026, the startup Starling launched a supply-side platform for streaming TV advertising after operating in stealth mode for one year. The company aggregates show-level content data for publishers including AMC, TelevisaUnivision, Paramount, and Telly to facilitate private marketplace deals.
Why it matters
The platform aims to address the persistent lack of show-level transparency for streaming ad buyers. By utilizing data clean rooms and audience modeling, the firm seeks to provide granular targeting data while maintaining compliance with established privacy laws.
Starling entered the market with a team of 20 employees, supporting streaming inventory from publishers such as AMC and Paramount. The company relies on data clean room architecture to manage privacy-sensitive signals.
The players
Starling
A startup advertising technology company that operates a supply-side platform for streaming TV publishers.
AMC
A major media and entertainment company that owns and operates cable television channels and streaming services.
TelevisaUnivision
A large-scale media conglomerate focused on producing and delivering Spanish-language content across digital and streaming platforms.
Paramount
A multinational mass media company with a significant footprint in television broadcasting, film production, and direct-to-consumer streaming.
Telly
An advertising-supported connected TV hardware and software provider.
The details
Starling processes show-level signals—including specific show titles, genres, and applications—into custom segments for media buyers. To remain compliant with the Video Privacy Protection Act of 1988, which prevents the disclosure of individual consumption details without consent, the platform uses third-party data modeling. This allows the firm to offer contextual advertising capabilities without accessing protected personal viewing habits.
Timeline
September 2026: Starling launched its supply-side platform.
1988: The Video Privacy Protection Act was passed.
Market Landscape
Starling's platform operates as a modern response to the limitations imposed by the Video Privacy Protection Act of 1988. The company's reliance on clean rooms and third-party modeling follows a trend of ad-tech firms attempting to reconcile granular targeting with strict data privacy.
Streaming publishers and media buyers should evaluate whether the use of clean rooms and third-party modeling provides sufficient protection against evolving privacy compliance standards. Operators should monitor the company's promised public disclosures regarding its data modeling partners.
The takeaway
The move demonstrates a shift toward using third-party modeling to monetize streaming inventory without violating legacy privacy statutes. Operators should watch for forthcoming disclosures regarding data partners to ensure all vendor relationships remain consistent with their own internal privacy compliance requirements.
Further reading
For more on the current shifts in programmatic media buying, visit the Advertising section.
Source note: This article includes information reported by AdExchanger.
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