What Premion does

Premion is a CTV/OTT advertising platform and a division of TEGNA Inc. (NYSE: TGNA) that connects local, regional, and national brand advertisers with premium, brand-safe streaming video inventory across all 210 US Designated Market Areas, reaching nearly 75% of US households. Founded in 2016 and headquartered in New York with operational ties to TEGNA's McLean, Virginia headquarters, the company aggregates directly sourced inventory from 125+ publishers and networks and combines that supply with audience targeting capabilities (down to DMA, state, ZIP code, and household level), reporting and analytics, and a closed-loop attribution system that connects ad exposure to business outcomes such as website visits, dealership visits, and sales. Technology is delivered through the core PREMION Platform (with Audience Targeting, Reporting & Analytics, and Premium Content modules) and was extended in February 2024 with the acquisition of Octillion Media and its demand-side platform. Brand safety and fraud prevention are anchored by a partnership with MadHive (machine learning, automated content recognition, cryptography) and TAG certification against fraud and brand safety, making Premion the first and only local OTT platform to hold the TAG Certified Against Fraud designation.

The business operates on a B2B, sales-led go-to-market model: a field sales organization covers all 210 US DMAs, drawing on longstanding TEGNA station relationships and a strategic partnership with Gray Television, targeting local and regional advertisers (auto dealers, healthcare providers, retailers, QSRs, financial institutions, home services, education, political) alongside select national brands seeking national-to-local reach. Revenue is generated through CTV/OTT advertising campaign fees calculated on an impression basis with rates specified per order, a $20,000 minimum for custom campaigns, and payment terms of full prepayment five business days before flight start or net-30 invoicing for credit-approved buyers. The company has no public API or SDK, no mobile app, and is exclusively US-domestic. Its award record (16 industry recognitions spanning 2019-2026 across Cynopsis, Digiday, ITVT, Convergent TV, Tech Leadership, and Gabbcon) signals sustained industry positioning in the local CTV/OTT advertising category, with vertical expansion into political, live sports, and converged TV narratives visible in its content output and sales-team structure.

Name

Premion

Legal name

Premion, LLC

Website

https://premion.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Premion, a TEGNA division, is a CTV/OTT advertising platform that serves local, regional, and national advertisers with premium brand-safe streaming inventory, advanced audience targeting, and closed-loop attribution across all 210 US DMAs.

Ownership category

akta.pro rank

Product category

Connected TV (CTV) Advertising Platform

NAICS

Media Buying Agencies (54183)

SIC

Services-Advertising (7310)

akta.pro primary industry

Video/CTV/OTT Media Buying (MPAAABAE)

akta.pro secondary industries

Connected TV (CTV) & OTT Performance Advertising (BPAFACAG), Ad Tech for OTT (SSAI/CSAI, Ad Decisioning, Measurement) (MPAHAJAG)

Keywords

• CTV advertising platform
• OTT ad buying
• Local advertiser targeting
• Premium video advertising
• Connected TV inventory

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. CTV/OTT Advertising Campaign Fees: Premion generates revenue through charging advertisers for CTV/OTT advertising campaigns. Fees are calculated based on impressions purchased, with rates specified in order confirmations. Payment terms include full payment 5 business days prior to campaign start, or 30 days invoice for credit-approved advertisers. Performance-based billing with guaranteed impressions is available.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Premion operates a Connected TV (CTV) and Over-the-Top (OTT) advertising platform that enables local, regional, and national advertisers to buy premium streaming video ad inventory across 125+ publisher relationships covering 210 US DMAs. The platform combines curated premium content, audience targeting, and closed-loop attribution to deliver measurable outcomes for advertisers. It is a wholly-owned subsidiary of TEGNA Inc.

Product overview

Premion is a CTV/OTT advertising platform and a division of TEGNA Inc. that provides a unified platform for local and regional advertisers to reach audiences across connected TV and streaming environments. The core PREMION Platform offers directly sourced premium inventory with reach across all 210 US DMAs, supplemented by three key modules: Audience Targeting (for advanced geo- and demographic segmentation), Reporting & Analytics (for transparent campaign insights and attribution), and Premium Content (for brand-safe, professionally-produced video inventory). Following its acquisition of Octillion Media, Premion also integrated the Octillion DSP into its platform to enhance its demand-side capabilities for local CTV/OTT advertising.

Differentiator

Problem solved

Functional benefit

Products and services

• PREMION CTV/OTT Advertising Platform
• Octillion Demand-Side Platform (DSP)

Quantifiable outcome

• 70% of CTV advertisers plan to increase spending in 2026 with average budget increase of 17%
• +3 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Octillion MediacoreTechnology or Integration · 1 February 2024Acquired by TEGNA through Premion platform. Octillion Media is a demand-side platform focused on local CTV/OTT advertising, enhancing Premion's capabilities in the CTV marketplace.
• TEGNAcoreStrategic or Co-development PartnerPremion is a TEGNA company and division, providing the CTV/OTT advertising platform. TEGNA provides the broadcast station footprint and sales infrastructure enabling Premion's local market reach across nearly 75% of US households.
• Gray TelevisioncoreStrategic or Co-development PartnerStrategic partner providing additional broadcast station coverage, expanding Premion's reach in local markets across the US.
• MadHivecoreTechnology or IntegrationAd tech partner providing machine learning, automated content recognition, and cryptography technology for fraud protection and traffic verification in CTV advertising.
• Advertiser PerceptionsminorStrategic or Co-development PartnerResearch partner for annual CTV/OTT Advertiser Survey conducting market research on advertiser planning, buying, and measuring CTV.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• MNTN: MNTN is a self-serve CTV ad platform built for SMBs and mid-market advertisers, with a heavy focus on performance and closed-loop attribution. It competes most directly with Premion for the same local and regional advertiser budgets and similar direct-response use cases.
• Locality: Locality is a local video advertising sales organization formed from CoxReps and similar broadcast station rep firms, now extending into CTV/OTT. It is highly comparable to Premion given its reliance on broadcast station relationships and focus on local/regional advertisers buying converged video.
• MadHive: MadHive is a CTV ad-tech platform providing fraud protection, audience targeting, and SSAI capabilities — it is also a technology partner of Premion. Its end-to-end CTV stack overlaps significantly with Premion's platform, particularly around brand safety and audience-based buying.

Broad incumbents

• Roku: Roku operates one of the largest CTV ad platforms via Roku Ads Manager and the Roku Channel. As a major inventory holder and ad-tech provider in CTV, it competes with Premion for advertiser budgets targeting streaming audiences, particularly in the mid-market.
• Magnite: Magnite is the largest independent CTV-focused SSP, providing programmatic access to premium streaming inventory globally. It is comparable to Premion because both aggregate CTV supply and serve advertisers seeking brand-safe streaming reach.
• The Trade Desk: The Trade Desk is a leading independent DSP with deep CTV capabilities and a broad advertiser base, including local and regional buyers. It competes with Premion's Octillion DSP layer for the same omnichannel programmatic CTV buying dollars.
• FreeWheel: FreeWheel, owned by Comcast, provides ad-serving and programmatic technology for premium video, including CTV. It competes with Premion on the technology stack serving publishers and advertisers in the CTV ecosystem.

Emerging players

• Nexxen: Nexxen (formed from the Amobee/Tremor merger) is an omnichannel ad-tech platform with strong CTV/OTT capabilities across DSP, SSP, and curation. It is comparable to Premion as a challenger platform offering integrated CTV buying for advertisers.
• Innovid: Innovid is an independent ad-tech company specializing in CTV/OTT ad serving, creative personalization, and measurement. It competes with Premion's measurement and analytics layer, particularly around outcome-based attribution for streaming campaigns.
• Amobee: Amobee is an advertising platform offering CTV, video, and programmatic capabilities, now operating as part of Nexxen. It is comparable to Premion in serving advertisers looking to plan and buy CTV alongside traditional digital video.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/premionmedia

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Premion