"Farazin doesn't consider tvbeat to be an SSP or a measurement provider but an "ad tech orchestration platform" that offers forecasting, planning and optimization tools to broadcasters. The company's goal is to help media providers maximize their effectiveness by unifying their linear and CTV inventory into a single converged system - something that Europe is, apparently, already doing much more effectively than the US."
"In recent years, broadcast cable providers and SSPs alike - like DISH Media, Charter Communications and Magnite - have experimented with ways to make linear TV buys more addressable, data-driven and programmatically transactable. This past August, Spectrum Reach, which is Charter's advertising sales arm, took a step further toward that goal via a partnership with London-based ad tech company tvbeat."
"Although tvbeat was originally founded in the US in 2012, these days it has a much larger presence in European and Oceanic TV markets, where its broadcasting clients include Sky (the UK), TV4 (Sweden) and Foxtel (Australia). I wanted to learn more about tvbeat and what marketers could expect from the partnership. So I spoke with Founder and CEO Robert Farazin, who previously founded DoubleRecall, the Y Combinator-backed ad monetization platform."
Broadcasters and SSPs are increasingly making linear TV inventory addressable and programmatically transactable to match growth in CTV programmatic buying. Spectrum Reach partnered with tvbeat to allow advertisers to buy Spectrum's linear inventory with the same programmatic tools used for CTV. Tvbeat acts as an ad tech orchestration platform providing forecasting, planning and optimization tools that unify fragmented ad stacks across linear, streaming and on-demand environments. The platform aims to help media providers maximize effectiveness by converging linear and CTV inventory. European and Oceanic markets show greater progress in convergence compared with the US.
Read at AdExchanger
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