Hasta La Creative!

Facebook has been in the test phase of selling ads through Apple TV, Roku and a lineup of partner apps that populate those so-called over-the-top platforms. But the social network is struggling to sign up more partners, according to a number of people familiar with Facebook’s online TV offering.

The obstacles for Facebook breaking into digital TV include the fact that many of the studios and networks are reluctant to hand over any bit of their video ad business to the increasingly powerful player.

“Facebook has come in to give the ad tech pitch, but at the end of the day they want us to dump our ad tech and back-end system for theirs,” said one top media executive, who spoke on condition of anonymity.

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