Buy the Moment: 5 Ways Programmatic Display Can Help You Get More From CTV

July 13, 2026

Rakuten TV’s Billboard format now sits within the programmatic ecosystem. Here’s how activating it can strengthen your CTV strategy.

1. You reach audiences who are already engaged with content

Rakuten TV is a content-first platform. Viewers are in a lean-back, full-screen environment, watching something they actively chose. Display placements appear within that content experience. The attention that comes with active viewing is difficult to find elsewhere, and programmatic access means you can reach it consistently.

2. You build brand presence across the full viewing journey

Billboard is the first thing a viewer sees when they open the app – a high-impact, high- attention moment before content even begins. Planning for that placement, through your existing DSP workflow, means you’re present at one of the most valuable moments in the viewing journey.

3. Your targeting works just as hard here

Because these placements are part of your programmatic stack, the audience logic you’ve already built – segments, frequency caps, targeting parameters – applies without any extra configuration. A premium environment and precise targeting don’t have to be a trade-off.

4. Seamless setup

Billboard is built to IAB standards and integrates with the DSPs and trafficking setups you already use. No parallel workflows, no new integrations – just more inventory accessible through the tools you already rely on.

5. Your creative appears in a brand-safe, premium environment

Rakuten TV viewers are watching ad-supported content in a lean-back, full-screen environment. Display placements inherit that context. For brands where environment quality matters, that’s a meaningful part of what you’re buying.

The Format

Billboard

A high-impact homescreen placement, available in static, static with embedded video, and wide video.

Supports click to QR, click to fullscreen video, and click to content.

“Display advertising on CTV has always had strong creative potential, but programmatic access changes what brands can actually do with it. By bringing our Pause, Screensaver and Billboard formats into the programmatic ecosystem, we are giving buyers a way to
plan across the full viewing session – with the same precision and efficiency they expect from the rest of their CTV investment. For us, this is about making premium, attention- rich inventory genuinely easy to activate at scale.”

Edouard Lauwick, SVP Media EMEA, Rakuten TV Enterprise.