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Business introduces CTV grab linear TV advertisers

Today, announced a fresh capability for linear TV advertisers which consists of advertising automation platform, which gives brands, agencies and media companies with 100% incremental grab CTV households.

The platform includes workflow software and programmatic advertising answers to execute and manage campaigns across CTV, mobile, web display along with other media types.

The offering follows other moves in adtech to create together linear TV and CTV measurement and execution, like the acquisition earlier this season of TVSquared by Innovid.

What this signifies for marketers. Advertisers launching linear TV campaigns can eliminate duplicating ads in households which have linear and CTV subscriptions, while also extending reach into streaming-only houses which are no longer contained in linear TV-only campaigns.

The brand new capability adds linear TV to another channels to streamline the media planning process, rendering it better to optimize campaigns and report on campaign performance.

Read next: Tough-to-reach console gamers watch more TV on streaming than linear

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Why we care. Linear TV spend in the U.S. was still around $40 billion in 2021. Although there’s been a reliable decline, its still a large market for advertisers and publishers. And bridging this ecosphere with digital TV is really a big enough problem for adtech to see a chance and provide a remedy.

Marketers and their adtech partners need an always-on approach so linear TV households could be covered and measured alongside streaming-only cord cutters and hybrid cord-shaving households which have both. The transition isnt in one medium to some other, its a transition right into a dynamic media environment with new channels and trends just like the rapidly growing ad-supported streaming landscape.


Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He’s got interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama because the country’s first federal CIO. He could be especially thinking about how new technologies, including voice and blockchain, are disrupting the marketing world once we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. Along with his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood in addition has written for KIRKUS, and contributes fiction, criticism and poetry to many leading book blogs. He studied English at Fairfield University, and was created in Springfield, Massachusetts. He lives in NY.

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