Starling enters transparent, content-intelligent CTV infrastructure

Starling is a new US CTV infrastructure entrant combining show-level content signals, publisher data, audience modeling, privacy-preserving clean rooms, and PMP activation, with Xumo reported as an early publisher relationship. Its transparent premium-inventory positioning could create integration opportunities for automated buyers and DCO systems, but scale, data-provider disclosures, VPPA methodology, and performance remain unvalidated.