Adelphic and LiveRail Offer Programmatic Buying for Connected TVs
Connected TV viewers are now available to programmatic ad buyers. This morning, demand side platform (DSP) Adelphic announced that it is working with Facebook-owned ad platform LiveRail to bring LiveRail's connected TV inventory to Adelphic's buyers. Adelphic notes that its clients, which include agencies and trading desks, can use programmatic buying to reach connected TV (CTV) viewers and also round out their multi-channel campaigns with connected TV impressions.
Programmatic buying lets advertisers reach the demographic segments that matter the most to them. Adelphic notes that buyers can modify their bid prices in real-time, giving them complete control and better efficiency. Buyers can use the same video ad service template (VAST) that they already use for desktop and mobile video ad buys.
“By working with LiveRail and incorporating CTV inventory into our platform, our clients will have an unprecedented ability to influence consumer behaviors throughout the path to purchase, starting in living rooms and continuing to, and through, retail environments,” says Michael Collins, Adelphic's CEO.
Adelphic notes that 138.8 million viewers in the United States will view video through a connected TV at least once per month in 2015, according to eMarketer research. Additionally, the U.S. connected TV audience will grow by double digits into 2017.
Thanks to its advanced demographic targeting and scarcity, programmatic advertising on premium video is attracting buyers.
The social network is rumored to be paying between $400M and $500M for the online video platform, and wants to deliver targeted ads.
Sports, entertainment, and music sites are benefiting as brands look to stream their commercials pre- and post-Super Bowl.
Citing strong advertiser demand for mobile ad opportunities, LiveRail extends with HTML5 video support.