XITE Networks, SpotX launch linear programmatic ad solution | Ad Tech | News | Rapid TV News
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Global video advertising and monetisation platform SpotX has announced a strategic partnership with music television network XITE to launch a programmatic advertising solution for linear TV, with added targeting capabilities.

SpotX Xite Dirk 19Apr2018SpotX has made its name in delivering advanced online video adverting solutions and the collaboration with the provider of personalised music television services is said to make the companies the first to combine music, advertising technology and television, bridging the gap between traditional television viewing and a personalised on-demand experience.

XITE users can search for videos, create their own music video channel, watch curated channels, and like and/or skip videos, enabling the product to learn the viewer's preferences by automatically jumping to the interactive environment on the set-top box and informing algorithms. The algorithms are then used by SpotX to build audience segments for targeted advertising which allows for targeted, personalised ads, measurement of audience engagement and audience-based buying on linear TV.

In addition, the partnership is said to offer up new opportunities for media buyers who are looking for cost-effective ways to reach their audiences at scale, tactics that were unaffordable to most buyers in traditional advertising.

"Advertisers want to reach more specific audiences across all screens and we want to deliver on those targets. What started as a modest step, now seems to be a revolutionary way of purchasing advertising for multiple screens," explained XITE Networks founder and CEO Derk Nijssen (pictured). "This step is a true evolution from audience-based planning to audience-based buying across the television ecosystem. I'm proud that together with SpotX we have developed an integrated approach from an audience-first perspective that ensures effective and efficient advertising campaigns."

Added SpotX Benelux managing director Elwin Gastelaar: "Like XITE, we aim for a personalised future that revolves around the viewer. The fact that we have managed to expand the targeting possibilities in just a relatively short period of six months from just the various music channels and specific time periods according to gender, age and music preferences, shows that programmatic advertising can and will be the future for TV - a future in which the consumers' personal preferences come first."