SpotX, clypd team to unify audience definitions across OTT, linear TV | Ad Tech | News | Rapid TV News
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Aiming to solve for the current state of media fragmentation, online video monetisation firm SpotX is teaming with sales platform clypd to integrate their platforms and build products that focus on audience efficiencies.

spotx 16Dec2017With their collaboration, the two companies aim to bridge the worlds of linear TV and over-the-top (OTT), allowing for the unification of audience segment definitions across disparate channels, forecasting audience viewership, transactions, and reporting across linear TV and OTT. One key value of the solution will be the ability to enable the extension of audience reach across both TV and OTT holistically a campaign.

The two companies say that their offering will provide publishers with an end-to-end cross-platform ad sales solution to earn more revenue by tapping into the growing demand for cross-platform opportunities from traditional TV and digital budgets. Existing SpotX partner Discovery and Fox  are among the first media owner partners planning to use the new data-driven solution.

“Media owners can now leverage our solution to offer advertisers the ability to maximise ad campaign efficiencies based on audience across media channels within a single platform,” said Matt McLeggon, senior director of advanced TV growth at SpotX. “Our approach focuses on audience fulfilment across content verticals and represents a critical complement to existing methodologies that produce fragmentation by simply layering audience targeting on top of content-based decisioning. We are excited to be working with clypd to develop solutions that leverage the power of cross-platform ad serving to deliver enhanced campaign performance.”

“Leading media companies and marketers looking to converge their traditional television and digital video advertising efforts have been challenged by the disparities in the technical plumbing and differing business strategies of TV and OTT. Until now, they've lacked tools for holistically planning, executing and analysing across both environments,” added Jason Burke, VP of strategy at clypd. “The product roadmap from clypd and SpotX lays the groundwork to deliver a product suite powering cross-platform ad investment and driving measurable KPIs across the advertising industry.”