dataxu debuts TotalTV marketplace | Ad Tech | News | Rapid TV News
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Offering no less than what it says is the world’s largest pool of curated advanced TV inventory, programmatic marketing software provider dataxu has launched TotalTV Marketplace.

dataxu 1March2019With the TotalTV Marketplace, dataxu says that agencies and marketers can now reach any strategic audience at scale and identify key viewers on a one-to-one basis across channels and platforms on dataxu’s self-service DSP TouchPoint.

In September 2018, dataxu announced TotalTV for Advertisers, a unified planning and buying solution for agencies and brands investing across linear, connected and addressable TV.

As part of the TotalTV Marketplace, dataxu now claims more than 40 million unique connected TV (CTV) households in North America a month. As part of dataxu’s TotalTV offering, the Marketplace provides access to more than 50 publishers, hundreds of deals and 700 apps. It is currently used by dataxu’s global customers across linear, connected and addressable TV buys to find new and existing customers wherever they consume TV content.

dataxu says it saw a 1,250% increase in CTV inventory supply from Q4 2017 to Q4 2018, along with a 641% increase in advertisers running CTV campaigns. This spanned tentpole events, live action sports, and traditional broadcast and cable inventory.

In addition, dataxu claims that it has carefully curated the TotalTV Marketplace to ensure marketing messages show in desired OTT environments. Like any dataxu offering, all campaigns are quality assured and protected from fraud by dataxu's fraud prevention tech and fraud free guarantee.

“With the industry’s concerns around declining viewership, it often gets lost in the shuffle that people are still watching as much TV as ever—they’re just not watching it on traditional linear platforms,” said Aaron Kechley, president, platform at dataxu. “The value of targeting strategic audiences on OTT devices at scale is paying off for marketers looking to augment their linear TV buys and provides a safe haven from the uncertainty of buying against user-generated content on social media.”

dataxu is also rolling out its latest tool to make buying advanced TV easier in the form of Inventory Packages. A new way for marketers and their agencies to buy TV on TouchPoint, these Inventory Packages group similar inventory sources. The first wave of Inventory Packages include: Long form, full episode TV content; Full episode content streamed on desktop and mobile devices; love streaming TV content on CTV, mobile and desktop devices; short-form content that runs on connected TV devices. Inventory Packages will be available this quarter.