Adelphic, the leading mobile and cross-channel demand-side platform (DSP), announced today that it is working with LiveRail to bring connected TV advertising (CTV) inventory to programmatic buyers through their platform. Adelphic’s clients, including trading desks across the world’s leading agencies, will now be able to programmatically buy the CTV audience as well as incorporate CTV inventory into their multi-channel campaigns.
eMarketer estimates that 138.8 million U.S. consumers will access the internet through a connected TV at least once per month in 2015, and the U.S. CTV audience will post double-digit growth rates into 2017. CTV inventory is in high demand, and making it available programmatically affords marketers greater transparency and control in addition to more sophisticated targeting capabilities, enabling them to reach the audience who is most important to their brand.
“The ability to buy CTV programmatically means greater data, enhanced bidding, optimization and measurement of television inventory,” said Justine Watkins, Managing Director, Amnet Group U.S., the programmatic experts for Dentsu Aegis Network. “Our role at Amnet is to not only focus on performance but to be at the forefront of innovation on behalf of our clients. We’re excited to be working with partners like Adelphic who are equally investing towards fully programmatic TV buys.”
The introduction of programmatic buying to CTV gives media buyers greater transparency into consumer preferences and purchase behavior, enabling them to deliver advertising to only the most relevant consumers. This transparency also gives programmatic buyers the ability to modify their bid prices for different consumer groups in real-time, thereby gaining much greater price control and efficiency. In addition, buyers have the ability to utilize the same video ad serving template (VAST) they are using for digital video (across mobile and desktop) to power their CTV buys, providing digital video buyers an early foothold into CTV buying.
“By working with LiveRail and incorporating CTV inventory into our platform, our clients will have an unprecedented ability to influence consumer behaviors throughout the path to purchase, starting in living rooms and continuing to, and through, retail environments,” said Michael Collins, CEO of Adelphic.