Continuum Media
Continuum Media operates a managed-service linear TV advertising exchange platform built on its proprietary OTIS technology, serving advertising agencies and brand advertisers with automated planning, buying, and reporting across broadcast, cable, and CTV inventory in the US.
- Company typePrivate
- Founded2006
- HeadquartersLittleton, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Continuum Media does
Continuum Media Network is a privately held, Littleton, Colorado-headquartered TV advertising technology company that operates a managed-service linear TV exchange platform serving advertising agencies and brand advertisers. The company has built OTIS, a proprietary in-house platform that automates planning, execution, optimization, invoicing, and reporting of linear TV campaigns, complemented by the Linear Exchange that replaces the legacy RFP model with bidding-based mechanics, the Reporting Suite, and the white-labeled Managed Service Platform (MSP). Through the platform, clients can access more than 1,400 broadcast stations, 120+ cable networks, and 59 inventory partners covering 98% of the US cable footprint and 123 million households across all 210 DMAs, plus premium sports inventory spanning NFL, NBA, MLB, NHL, PGA, NASCAR, NCAA, and Premier League programming.
The company monetizes on a take-rate basis: it charges no upfront fees and instead collects a margin on total media spend transacted through the exchange, with managed-service execution handled by its internal team of TV buying specialists. Its primary customer segments are small, medium, and in-house advertising agencies seeking national TV capability without adding headcount, and brand advertisers across CPG, QSR, Pharma, Tourism, Booze, Auto, and Health verticals. Continuum also operates a Cardiff, Wales engineering center and sales offices in New York, Chicago, and Los Angeles; the company has grown headcount 30% in 2024 to roughly 82 employees, with investment concentrated in developers and technology teams, and reports a 94% agency retention rate alongside 30% growth in TV impression delivery in 2024.
Continuum Media firmographics
Firmographics- Name
- Continuum Media
- Legal name
- Continuum Media Network
- Website
- https://continuummedia.tv
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Continuum Media operates a managed-service linear TV advertising exchange platform built on its proprietary OTIS technology, serving advertising agencies and brand advertisers with automated planning, buying, and reporting across broadcast, cable, and CTV inventory in the US.
- Ownership category
- akta.pro rank
Continuum Media industry classification
Industry- Product category
- TV Advertising Technology
- NAICS
- Media Buying Agencies (54183)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Full-Service Media Planning & Buying (MPAAABAA)
Keywords
Where Continuum Media is headquartered
LocationHeadquarters
- HQ city
- Littleton
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Continuum Media business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Media Spend Margin: Continuum operates as a managed service without charging upfront fees. Instead, they collect a small margin on the total media spend, confident in their ability to deliver value at scale through their exchange platform.
- Managed Service Platform (MSP): White-labeled managed service offering for agencies that streamlines the entire linear TV campaign process using data and technology. Operates on margin collected from total media spend managed through the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Managed service platform with no upfront fees |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Continuum Media product offering
Product offeringCore offering
Continuum Media operates a managed linear TV advertising platform built around the first true linear TV exchange, giving agencies and brand advertisers automated access to broadcast, cable, and CTV/OTT inventory for planning, buying, executing, and reporting on TV campaigns. The company replaces the legacy RFP workflow with bidding mechanics, layers its OTIS proprietary technology and historical CPM/daypart/program data on top, and delivers the service through in-house TV buying teams rather than a self-serve UI. It earns revenue by taking a small margin on the total media spend it manages, with no upfront fees.
Product overview
Continuum Media operates a unified TV advertising platform consisting of the core Continuum Platform and OTIS (the campaign management nucleus), the Linear Exchange (which replaces traditional RFP workflows with automated bidding), the Reporting Suite (for campaign analytics), the Managed Service Platform (white-labeled agency service), and Continuum Sports (sports-specific inventory vertical). The platform provides end-to-end campaign management including planning, buying, execution, optimization, reporting, and billing across broadcast, cable, and CTV/OTT inventory sources.
Differentiator
Problem solved
Functional benefit
Products and services
- Continuum Platform The core linear TV advertising platform operated as a managed service, giving agencies and brand advertisers access to 1,400+ broadcast stations, 120+ cable networks, and premium CTV/OTT inventory for planning, buying, executing, and reporting TV campaigns.
- Linear Exchange
- Managed Service Platform (MSP) White-labeled managed TV buying service for small, medium, and in-house agencies that delivers customized media planning, data-driven insights, and full-service campaign support from planning through post-campaign analysis, branded under the agency's own name.
- Continuum Sports
Quantifiable outcome
- 30% increase in TV impression delivery in 2024
- +4 more outcomes
Companies that use Continuum Media
Customer profileNamed customers13 records
Segments3 records
Ideal customer profiles3 records
Continuum Media technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature5 records
Continuum Media partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- NFLcoreNFL inventory available through Continuum Sports platform. Advertisers can access NFL programming across linear TV and digital through the platform.
- NBAcoreNBA inventory accessible through the platform for advertisers seeking basketball audience reach.
- Major League Baseball (MLB)coreMLB games available through Continuum Sports platform with 310MM impressions available.
- NHLcoreNHL games accessible through the platform with 155MM impressions available.
- PGA TourcoreGolf tournament inventory available with 260MM impressions through the platform.
- NASCARcoreNASCAR race inventory available through the platform with 165MM impressions.
- NCAAcoreNCAA basketball (420MM impressions) and college football (625MM impressions) inventory available.
- Premier LeagueminorPremier League soccer inventory available for advertisers seeking international sports audiences.
- ABCcoreNetwork partner providing broadcast inventory through Continuum Sports.
- NBC SportscoreNetwork partner for sports inventory through the platform.
- ESPNcoreESPN and ESPN 2 inventory available through the platform.
- CBScoreNetwork partner providing broadcast inventory.
- FOXcoreNetwork partner for sports and broadcast inventory.
- TNTcoreNetwork partner for sports and cable inventory.
- TBScoreNetwork partner for sports and entertainment inventory.
- USA NetworkcoreNetwork partner providing cable inventory.
- PathlabscoreDigital execution partner for Pink Rebel Media and other agencies using Continuum. Pathlabs provides digital backend that works alongside Continuum's linear TV exchange.
Scale indicators16 records
Recent moves6 records
Expansion highlights6 records
Continuum Media competitors and assessment
Company assessmentDirect peers
- MNTN: MNTN is a CTV-focused ad platform providing performance TV buying and measurement to brands and agencies, directly competing for the same advertiser budgets on the CTV side of Continuum's hybrid offering.
- Simulmedia: Simulmedia provides cross-platform TV audience targeting and analytics, and is a direct competitor in helping agencies plan and optimize linear and CTV campaigns through data-driven insights.
- Cadent: Cadent is a TV ad-tech platform spanning linear, advanced TV, and programmatic; notably the previous employer of Becky Lofstrom before she joined Continuum to head MSP, indicating direct overlap in capability and customer base.
- OpenAP: OpenAP is the joint industry venture offering a unified audience-buying platform for linear TV across major publishers — the closest analog to Continuum's linear exchange and directly competitive on cross-network automated buying.
Broad incumbents
- The Trade Desk: The Trade Desk is a large public DSP expanding into CTV and linear TV buying via integrations with smart TVs and inventory partners; a broad incumbent addressing the same advertisers and agencies from the demand side.
- FreeWheel: FreeWheel (Comcast) provides ad-serving, planning, and buying technology for premium TV/video inventory — a broad incumbent that overlaps with Continuum's cable/broadcast inventory access and exchange modeling.
- Magnite: Magnite is the largest independent sell-side ad exchange for CTV and online video. It competes with Continuum's exchange layer on the supply-side and increasingly on cross-channel linear+CTV automation.
Emerging players
- Innovid: Innovid is an independent ad-tech company focused on TV/CTV creative, delivery, and measurement — adjacent in the ad-tech stack and serves overlapping agency and brand customers with cross-channel TV analytics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Continuum Media social profiles
Digital presenceContinuum Media financial estimates
Financial estimateRevenue estimate
Valuation estimate
Continuum Media leadership team
Management profileNumber of profiles
Profiles11 records
Continuum Media funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Continuum Media M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Continuum Media
What does Continuum Media do?
Continuum Media operates a managed linear TV advertising platform built around the first true linear TV exchange, giving agencies and brand advertisers automated access to broadcast, cable, and CTV/OTT inventory for planning, buying, executing, and reporting on TV campaigns. The company replaces the legacy RFP workflow with bidding mechanics, layers its OTIS proprietary technology and historical CPM/daypart/program data on top, and delivers the service through in-house TV buying teams rather than a self-serve UI. It earns revenue by taking a small margin on the total media spend it manages, with no upfront fees.
Is Continuum Media a public or private company?
Continuum Media is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Continuum Media founded?
Continuum Media was founded in 2006. It employs 51 to 100 people.
Where is Continuum Media based?
Continuum Media is headquartered in Littleton, United States, in the North America region.
How does Continuum Media make money?
Two revenue lines are on record. Media Spend Margin is the primary driver. The others are managed Service Platform (MSP).
Who are Continuum Media's main competitors?
Direct peers on record are MNTN, Simulmedia, Cadent and OpenAP. Broad incumbents are The Trade Desk, FreeWheel and Magnite. Innovid is listed as an emerging player.
Does Continuum Media have an API?
No public API is recorded for Continuum Media.
What industry is Continuum Media in?
Continuum Media's product category is TV Advertising Technology. Its primary akta.pro industry code is MPAAABAA, Full-Service Media Planning & Buying. Its NAICS code is 54183 and its SIC code is 7311.