SpotX and clypd Bridge Audiences between National Linear TV and OTT
SpotX, the leading global video advertising and monetization platform, together with clypd, the leading audience-based sales platform for television advertising, today announced a plan to integrate their platforms and build products that focus on audience efficiencies and solve for the current state of media fragmentation across linear TV and over-the-top (OTT).
The collaboration allows for the unification of audience segment definitions across disparate channels, forecasting audience viewership, transactions, and reporting across linear TV and OTT. One key value of the solution is the ability to enable the extension of audience reach across both TV and OTT holistically within a campaign. This offering provides publishers with an end-to-end cross-platform ad sales solution to earn more revenue by tapping into the growing demand for cross-platform opportunities from traditional TV and digital budgets.
Discovery and Fox Corporation are among the first media owner partners planning to leverage the new data-driven solution to enable cross-platform ad sales. Additionally, MRI-Simmons will be a key data partner in helping to deliver a unified audience target across platforms, an essential aspect in the clypd/SpotX solution.
"For any cross-platform solution to be successful, high-quality data needs to be a fundamental input to enable audience optimization and reporting," said Joshua Pisano, SVP of Data Innovation at MRI-Simmons. "MRI-Simmons has been a data leader in audience insights for decades and we are excited to continue to be at the forefront of innovation, collaborating with clypd and SpotX to bring MRI targets to this industry-leading offering."
"Media owners can now leverage our solution to offer advertisers the ability to maximize ad campaign efficiencies based on audience across media channels within a single platform," said Matt McLeggon, Senior Director of Advanced TV Growth at SpotX. "Our approach focuses on audience fulfillment across content verticals, and represents a critical complement to existing methodologies that produce fragmentation by simply layering audience targeting on top of content-based decisioning. We are excited to be working with clypd to develop solutions that leverage the power of cross-platform ad serving to deliver enhanced campaign performance."
Nearly 73 percent of the American audience that regularly streams video has watched ad-supported OTT, and 45% report they regularly watch ad-supported video the most, according to the IAB. The growth of OTT viewership in the U.S. serves as a unique opportunity for both media buyers and sellers as the lines between linear TV and OTT continue to blur.
"Leading media companies and marketers looking to converge their traditional television and digital video advertising efforts have been challenged by the disparities in the technical plumbing and differing business strategies of TV and OTT. Until now, they've lacked tools for holistically planning, executing and analyzing across both environments," said Jason Burke, VP of Strategy at clypd. "The product roadmap from clypd and SpotX lays the groundwork to deliver a product suite powering cross-platform ad investments and driving measurable KPIs across the advertising industry."
For more information on the SpotX-clypd offering, please visit https://hubs.ly/H0hp01y0.
SpotX, an RTL Group company, is the leading video advertising platform unifying TV and digital video globally. Our solutions enable media owners to monetize content across all screens and streams while providing advertisers with direct access to premium inventory. We deliver the data, control, transparency, actionable insights, and expert service needed to understand buyer behavior, manage access and pricing, and maximize revenue. With best-in-class technology purpose-built for video, our brand-safe solution is employed by some of the largest media owners in the world including A+E Networks, AT&T, The CW Network, Discovery, Electronic Arts, E.W. Scripps, Fox Corporation, fuboTV, Gannett, Microsoft, Pluto TV, Roku, Samba TV, Sling TV, Vudu by Walmart, as well as IP Deutschland in Europe and Dentsu CCI in Japan. SpotX also partners with a variety of different companies within the digital video ecosystem including comScore, DoubleVerify, Integral Ad Science, JW Player, MediaMath, MOAT, Nielsen, Oracle, and more. Headquartered in Denver, SpotX has 26 offices worldwide including Amsterdam, Chicago, Hamburg, London, Los Angeles, Milan, New York, Paris, San Francisco, Singapore, Stockholm, Sydney, and Tokyo. Learn more at www.spotx.tv.
clypd is the only automated data-driven TV platform enabling media companies to capture the seismic shift towards audience-targeted TV advertising. Founded in 2012, the company's TV sales platform delivers workflow automation, data-enhanced decisioning and provides media partners with tools to manage their sales efforts. The company's clients represent roughly 60% of the $70 billion US television advertising spend, including leading national cable and broadcast networks such as A+E Networks, Discovery, Disney, and Fox Corporation. The clypd team is comprised of both TV and digital advertising experts, which uniquely positions the company to understand and meet the needs of the television industry while leveraging the best strategies from the digital world. For more information about clypd, please visit www.clypd.com or follow clypd on Twitter @clypd.
Industry Announcements's article first appeared on OnlineVideo.net
Super-aggregation requires a user experience capable of understanding individual taste and serving content from all of a viewer's video services. 3SS believes it has the solution.