clypd, the supply-side technology platform for programmatic TV advertising, today announced the industry’s first implementation of Deal ID for TV media sales. clypd’s support for Deal ID in programmatic TV provides sales organizations a solution in marrying both high-touch pre-negotiated deals with the core tenets of programmatic advertising: automation of workflows and data-driven decisioning.
Throughout the history of TV advertising, negotiated deals have been managed offline, especially during the upfronts, and continue to account for the lion’s share of TV media sales. Deal ID allows for those same business and pricing terms of a media sales relationship to be configured, negotiated and transacted in an automated and targeted manner within advertising sales platforms. Sales teams are empowered to maintain their long-standing sales relationships while leveraging the power of programmatic sales to build incremental and differentiated offerings to their advertiser partners.
“TV advertising is the longest-standing and most powerful vehicle for delivering marketing messages. The human touch that has defined the media sale should not be marginalized. Deal ID allows for that strategic relationship between buyer and seller to remain strong while introducing operational efficiencies and data-driven enhancements for both parties,” said Jason Burke, VP of Product at clypd. “Programmatic TV advertising must consider the premium nature and the relative scarcity of the media and allow for the human element that has defined TV sales to remain part of the workflow.”
clypd’s deal management provides media sales teams tools to configure terms including pricing, prioritization, budgets and preferential access for high-value audiences across their TV assets. By leveraging a methodology employed across digital media transactions, TV asset owners are able to extend their media relationships with buying groups using digital buying platforms that transact digital media using Deal ID today.
“The processes and technologies in the TV marketplace are deeply entrenched and need to be respected as innovation is applied,” said Sarah Fay, Independent Board Advisor and former CEO of Aegis Media North America. “Programmatic TV can act as a bridge that enhances (vs. disrupts) planning and buying processes that exist today. Maintaining business relationships and structuring terms through clypd’s support for direct deals is a huge win for both buyers and sellers, strengthening and bringing value to an existing workflow.”
This release follows the news of clypd’s announcement of an API for programmatic TV advertising and integration of Ad-ID coding into the company’s platform.
clypd is the advertising technology platform built exclusively for the television industry, empowering media owners with programmatic ad solutions. Founded in 2012, the company’s TV sales platform delivers workflow automation, data-enhanced decisioning and provides media partners with tools to manage their sales efforts. clypd’s innovations around programmatic television is opening doors for incremental digital budgets currently not available to the TV media owners. The clypd team is comprised of both TV and digital advertising experts, which uniquely positions the company to understand and meet the needs of the television industry while leveraging the best programmatic strategies from the digital world.