Second-Screen Controls as an Adtech Opportunity: From Casting to Connected TV Monetization

Second-screen controls as an adtech opportunity: why investors and builders should care now

Investors and product leaders in the creator economy and streaming markets are drowning in short-term hype: shiny features, pump-and-dump platform bets, and endless speculation about which walled garden will win. The opportunity that rarely gets a rational, data-driven breakdown is second-screen playback controls — the small, high-leverage surface between viewers and their screens that can be designed, sold, and measured as an adtech product. In 2026 the conversation has shifted: casting as originally defined is being retired by major platforms like Netflix, yet the demand for synchronized second-screen experiences and monetizable playback control persists and is evolving into a meaningful adtech frontier.

The thesis in one paragraph

Second-screen controls have moved from simple casting remotes to instrumented, monetizable interfaces that can drive higher CPMs, better attribution, and new creator commerce flows. The shift that began with casting is now maturing into an ecosystem of SDKs, identity solutions, interactive overlays, and platform partnerships — all of which are investable and actionable for companies that build playback-control stacks optimized for ad monetization.

Why 2026 is the inflection year

Two developments converged to create a rare product and investment window:

• Major streaming platforms are rethinking legacy casting models. Notably, Netflix removed broad phone-to-TV casting support in early 2026, signaling that playback control strategies will be platform-specific rather than universally delegated to a device protocol.
• Ad-supported streaming (AVOD and FAST channels) and programmatic CTV matured through 2024–2025, creating sizable ad budgets that need better targeting, measurement, and engagement signals — exactly the signals second-screen experiences can provide.

Together these trends mean the low-hanging fruit of second-screen monetization — synchronized state, user intent signals, and interactive overlays — is available for players who build the right middleware and products.

From casting to modern second-screen adtech: the evolution

Understand the trajectory so you can identify product and investment winners:

1. Casting era (2010s–early 2020s) — Phone acts as remote; simple handoff protocols like Chromecast. Limited data passed back to apps, limited monetization.
2. Authenticated streaming and SSAI (mid-2020s) — Platforms prioritized authentication, server-side ad insertion for smoother linear stitching, and began collecting richer user-device signals.
3. ID-less targeting & privacy-first measurement (2024–2026) — Cookieless and device-privacy constraints forced adtech to focus on contextual signals and probabilistic, consented identifiers.
4. Second-screen 2.0 (2025–2026) — Playback controls evolve into instrumented experiences: synchronized multi-screen state, interactive ad overlays, shoppable moments, creator tips, and attribution hooks for conversion tracking.

Where the value sits — revenue levers for second-screen controls

Companies can monetize playback controls across several proven and experimental levers. Each lever supports a distinct business model and investor thesis:

• Premium control surfaces — White-label second-screen remotes with branded features (sonic ads, sponsored buttons, one-tap commerce) sold to streamers and publishers on a SaaS + rev-share basis.
• Synchronized interactive ads — Ads displayed on the second screen that sync with on-screen content (shown, for example, during ad pods or natural breaks), enabling clickable CTAs and better attribution.
• Creator monetization tooling — Tools that let creators add purchase overlays, affiliate links, or tipping buttons during playback; the platform takes a cut.
• Data & measurement APIs — Privacy-first engagement signals (play/pause events, watch time, CTA interactions) packaged and sold to DSPs/brands for campaign optimization.
• Contextual commerce — Shoppable moments: product recognition tied to second-screen offers or livestream commerce, generating transaction fees.

Product playbook: building monetizable playback controls (practical checklist)

Below is a pragmatic, prioritized product roadmap for engineering and PM teams building second-screen controls with monetization in mind.

Phase 0 — Foundations (0–3 months)

• Ship an SDK for secure pairing that supports both short-lived pairing codes and persistent authenticated pairings via platform tokens.
• Implement low-latency state sync using WebRTC or a WebSocket-backed pub/sub; prioritize sub-second time alignment for synchronized experiences.
• Expose event hooks for play, pause, seek, ad-start, ad-end, and chapter markers.
• Include a consent-first telemetry pipeline and a consent manager that integrates with first-party auth.

Phase 1 — Monetization primitives (3–9 months)

• Add an overlay framework for clickable, timed second-screen units and support SSAI-friendly callbacks so on-screen and second-screen ad states are consistent.
• Offer pre-built ad formats: branded remote skins, sponsor tiles, one-tap commerce buttons, and creator tip modules.
• Implement server-side batching of events and privacy-preserving attribution signals (probabilistic matching, deterministic when consented).
• Provide a dashboard for brands to build and target campaigns using contextual metadata (genre, scene type, time of day).

Phase 2 — Scale & integrations (9–18 months)

• Integrate with programmatic partners (SSPs, DSPs) using CTV ad protocols and offer a mediated supply path.
• Build plug-ins for publisher CMS, streaming backends, and OTT app wrappers to reduce integration friction.
• Ship creator SDKs for overlays and analytics that sync with creator dashboards (e.g., revenue splits, affiliate tracking).
• Measure and optimize ad delivery with A/B testing and ML models that predict conversion lift from second-screen interactions.

Investment targets: specific categories that deserve capital in 2026

For investors, prioritize companies that solve infrastructure problems that remain unsolved at scale. Below are high-conviction targets with reasons and signal metrics to watch.

1. Pairing & Sync Middleware

Why: Devices and apps struggle with reliable, sub-second synchronization across platforms. Opportunity: SaaS middleware that reduces integration time and guarantees sync SLAs.

KPIs: integration time, sync latency percentiles, retention lift for paired sessions.

2. Privacy-First Measurement & ID Solutions

Why: Brands want performance signals without violating privacy. Companies offering consented identity abstractions or unified measurement APIs are critical.

KPIs: match rate on consented IDs, CPM uplift with second-screen signals, privacy compliance certifications.

3. Interactive Overlay & Commerce SDKs

Why: Shoppable overlays and creator commerce are direct revenue paths. SDKs that enable pixel-accurate overlays and transaction flows are highly monetizable.

KPIs: conversion rate, ARPU per user, take rate on commerce transactions.

4. Programmatic & Yield Optimization Tools for CTV

Why: CTV ad marketplaces remain fragmented. Tools that optimize auction dynamics specifically for synchronized second-screen buys will extract CPMs from advertisers.

KPIs: yield per impression, fill rate, waterfall vs header bidding win rate.

5. Creator Tooling Platforms

Why: Creators will be crucial distribution partners for immersive second-screen experiences. Platforms that enable creators to monetize during streaming and playback — and share revenue — will scale rapidly.

KPIs: creator retention, gross merchandise value (GMV), % revenue from second-screen features.

Platform partnerships and GTM plays

Second-screen products succeed through partnerships. Here are the highest-leverage partnership strategies:

• Device OEMs: Pre-install or certify pairing APIs on smart TV OSes and streaming sticks to reduce friction.
• Streaming platforms: Pursue limited pilots with AVOD/FAST channels, not necessarily SVOD giants who will protect UX (e.g., Netflix's casting withdrawal demonstrates platform-level gatekeeping).
• Adtech networks: Integrate with SSPs and DSPs to make second-screen inventory liquid and programmatically accessible.
• Creator platforms: Offer easy export of livestream clips and shoppable timestamps to creators’ social channels for amplification.

Product differentiation: features that command premium CPMs

To avoid commoditization, focus on features that directly tie to advertiser outcomes:

• Time-synced conversions — if you can prove user tapped and completed an action within N seconds of an ad impression, buyers will pay up.
• Scene-aware overlays — use metadata or computer vision to target moments in content where product placement or sponsored CTAs perform best.
• Multi-modal engagement — combine voice, touch, and motion (for mobile) to increase interactions and reduce accidental taps.
• Creator attribution chain — visible lineage from creator to transaction to ad spend increases creator adoption and loyalty.

Risks and mitigation

Every emerging adtech opportunity carries risks. Be explicit and plan against them:

• Walled gardens — Platforms may pull support or limit features (as we saw with Netflix). Mitigation: design for multi-path pairing (native APIs + web fallback) and prioritize partnerships with platforms that benefit from additional monetization.
• Privacy and regulation — Consent, CCPA, GDPR, and newer 2025–2026 privacy rules matter. Mitigation: privacy-first architecture, strong legal/compliance function, and privacy-preserving measurement.
• Device fragmentation — Multiple TV OSes, stick manufacturers, and set-top boxes. Mitigation: invest in lightweight SDKs and modular integrations; monetize through enterprise support for complex integrations.
• Ad experience fatigue — Poorly designed overlays can increase churn. Mitigation: strict UX guardrails, A/B testing, and revenue-share pricing that aligns incentives.

KPIs to track and sell to advertisers

When pitching ad buyers or investors, quantify the impact. Track these metrics:

• Second-screen engagement rate (SSER): % of paired sessions with at least one interaction.
• Time-synced conversion lift: Relative conversion rate when second-screen CTA is present vs absent.
• Incremental CPM uplift: CPM second-screen-enabled inventory commands vs baseline CTV inventory.
• Retention & ARPU uplift for paired users vs non-paired users.
• Creator take rate and GMV if commerce is offered.

Case in point: rapid pilot framework (for product teams)

Run a 12-week pilot with a FAST channel or creator network. Minimal viable experiments:

1. Week 0–2: Integrate pairing SDK and telemetry; run internal QA across target devices.
2. Week 3–6: Launch a single second-screen ad format (sponsored tile) and instrument events.
3. Week 7–9: Introduce A/B test with and without overlay; measure lift on CTA clicks and conversions.
4. Week 10–12: Integrate with one DSP/SSP, enable programmatic buys for that inventory, and evaluate CPM performance.

Success thresholds: SSER > 6–8%, conversion lift > 15–25%, and CPM uplift of 20%+. If you hit these, scale the partnership and begin a revenue-share contract.

Why this is a creator-economy play, too

Creators want more dependable revenue streams beyond platform revenue shares and volatile sponsorships. Second-screen tools create durable monetization for creators by tying purchases, tips, and subscriptions directly to watched content. Productize this by offering a creator dashboard, clear revenue splits, and tools to localize offers to audience segments — producers who can demonstrate >10% conversion on shoppable moments will attract high-value brand deals.

"Casting isn't dead — it's shifted. The new value is in productized, instrumented second-screen experiences that are measurable and monetizable."

Final recommendations for investors and builders

• Invest where infrastructure is missing — sync middleware, privacy-first measurement, and commerce SDKs are defensible and in demand.
• Prioritize partnerships over one-off integrations — aim for signed pilots with channel partners and at least one programmatic integration before scaling.
• Design for privacy and UX first — advertisers will pay for measurable outcomes, but users will abandon intrusive overlays quickly.
• Monetize multiple ways — combine SaaS fees, revenue share, programmatic supply, and creator commerce to diversify revenue and reduce churn risk.

Quick checklist before you build or invest

• Can the pairing SDK guarantee sub-second sync on target devices?
• Do you have a privacy-first event model and consent manager?
• Is there a clear advertiser metric you can materially improve (CTR, conversion lift, CPM)?
• Do you have at least one platform or creator pilot lined up?

Conclusion and next steps

Casting as a generic, platform-agnostic handoff may be receding, but that does not mean the second screen is irrelevant — it has become a focused adtech and creator-economy opportunity. In 2026 the winners will be the teams that build reliable sync infrastructure, privacy-first measurement, and elegant monetization primitives that align the interests of platforms, brands, and creators.

If you are an investor, prioritize middleware and measurement plays that reduce integration friction and scale across publishers. If you are a product leader, ship a secure pairing SDK, instrument conversion metrics, and pilot high-value ad formats with AVOD/FAST partners. The prize: better CPMs, new commerce revenue, and a durable product moat in a fragmented CTV ecosystem.

Call to action

Want a concise investor memo or a 12-week pilot plan tailored to your company? Reach out to our team for a free evaluation of your second-screen strategy and a custom roadmap that maps product features to projected CPM and ARPU uplift.

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