With the TV industry moving towards greater synergies between the sale of traditional and digital video inventory, SpotX and clypd announce the development of a single solution for media owners to manage the sale of all forms of television assets and video inventory.
The pairing of SpotX’s digital video platform and clypd’s linear TV platform will create ad sales solutions that let media companies to monetise audiences and video across all distribution points.
The news follows the release of comScore’s Xmedia and Nielsen’s Total Audience metrics that combine TV and digital video audience measurement, signifying a turning point in the evolution of programmatic TV and the first solution to enable dynamic, targeted ad serving rather than simply an automated booking system.
“We knew from the outset the industry was moving toward a way of holistically measuring audiences, no matter how they were watching,” said Randy Cooke, VP of Programmatic TV at SpotX.
“For TV and digital audiences to monetise at equitable rates befitting the true value of each, the industry needed a way of managing inventory optimisation and audience fulfillment across all ad-supported distribution channels,” Cooke said.
The product allows media sales teams to recognise and capitalise on the unique values of each content distribution point, added Co-Founder and CEO of clypd, Joshua Summers.
“Our TV media owner clients, including several premium networks, are enhancing their ad sales efforts with advanced data solutions and automation through our platform,” Summers said.
“By combining forces with SpotX, our partners can actually take advantage of fragmentation. Fragmentation should be seen as an opportunity, not a threat, for both the sell and buy side – an opportunity to leverage defined, targetable audiences.”
Rhys Noelke, Senior Vice President Strategy at RTL Group, who sits on the clypd board, added, “clypd is one of the first companies that created a strong platform for programmatic sales for linear TV in the US It offers a unique set of tools to the market at a crucial time, as programmatic video sales are growing rapidly. In conjunction with our investment in SpotX, clypds adds key TV sales competencies that will potentially offer groundbreaking solutions for TV and online advertisers. We see great potential in the collaboration of both companies – in the US and Europe.”
SpotX and clypd also announce a strategic partnership with TiVo Research, enabling SpotX to match digital video audiences against TiVo Research’s 2.5 million households. The partnership gives media owners the ability to fulfill campaign targeting obligations across all content distribution platforms, leveraging bespoke combinations of first and third-party data.