Unboxes Programmatic TV Product for Buyers

/ Mar 3, 2014

which platform is best for your online video? is opening access to linear-TV inventory on its programmatic buying platform Audience Path. The idea is that this would allow advertisers to automate the buying of TV ads —’s Marketplace claims to reach more than 90 million US households — with the level of precision that is available in digital ad circles.

But the bigger pitch is that’s offering a programmatic platform that allows buyers to buy inventory across online, mobile, and TV screens through a single platform.

“While television continues to garner the lion’s share of video advertising revenue, advertisers and agencies are thinking and re-architecting their organizations for increasingly cross-screen transactions, driven by the fragmented viewing patterns of consumers,” said president Toby Gabriner in a statement. “The expansion of our programmatic technology platform to include TV is the realization of just that, providing buyers with a single platform to plan, execute, optimize, and report on their investments in video across every screen.”

But now that advertisers have access to TV inventory through Audience Path, the added benefit, says, is that they can use the platform’s first- and third-party data to more efficiently target consumers across screens. The platform is linked up with Nielsen, Rentrak, and other providers to pull in audience, set-top viewing, and other data-sets.

So far, Magna Global, which has had an ongoing partnership with, says it’s been running digital and TV ad campaigns via Audience Path. “The addition of linear TV to this programmatic platform allows us to reach light TV viewers that are difficult to access through traditional TV-buying methods,” said Kristi Argyilan, president of North America at Magna Global, in a statement.

Tags: , , , ,

Amazon Logo

Amazon Greenlights Three Comedy Pilots as Series


How the Cartoon Network Combined the Best of VOD and Linear TV...


Jukin Media Goes Viral for Brands with Ethos Division Launch

Streamy Awards

Streamy Awards Trade In VH1 for YouTube, Again

Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!

Matching Ads to Videos Not So Simple, According to Zefr’s...


Plug Pulled on Canadian SVOD Service Shomi


What’s Trending on the Twitter Sale

Machinima Logo

Machinima Teams with SiriusXM for Daily Esports Radio Show


AwesomenessTV, Vice, Complex to Power New HearstLive...


VIDEO: ‘Dirty 30’ Confessions with Stars Hart,...


Facebook Says It’s Sorry It Vastly Overestimated Video...


Pilgrim Media Group CEO Craig Piligian (‘The...


Heroes or Rats?: YouTube Unveils New Program for Creators Who...

Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...


How Canvs Media is Harvesting Emotional Insights on YouTube,...


Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall


HuffPost RYOT Launching Virtual Reality Comedy Series and News...


YouTube Launches #voteIRL Campaign Targeting Digital-First Generation


How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...


Charlie Sheen to Star in Crackle Feature ‘Mad Families’


Gunpowder & Sky Buys Distributor FilmBuff As Vision for...


Toy Freaks Top Viewed YouTube Channel in August According to...


Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...


Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff


Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down


Who Is Winning The Marketing Revolution And Why?


Netflix Orders ‘She’s Gotta Have It’ Series...


What Is ‘Swedish Dicks’ and Who Is Selling It?


How GMC is Using the AOL Series ‘Seamlessly She’...


Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries


Getting to the Spine of VR’s Monetization Challenges with...


Meredith Hosted Its Own “Front” Stacked with 20 New Series


Verizon and Hearst Move and Seriously.TV Under...


Twitter Launches Live Streaming Apps for Amazon Fire, Apple TV...

YouTube Community

YouTube Fights Back Against Social Media Rivals with Community Feature

Casual Hulu

Vimeo Opening Television Store with Lionsgate Content, Launching...

A Perfect Day in LA Tastemade Jaunt VR Virtual Reality

From Donuts to Malibu, Tastemade and Jaunt Get Immersive in...

Defy Media

Defy Media Close $70 Million Series B Funding Round

YouTube Space LA Halloween Set 2016

YouTube Spaces Team with Jason Blum (‘The Purge’)...