The solutions promise to “unlock the full value of linear addressable television for the first time” and are built in support of the Project OAR open standard, which creates new addressable opportunities by replacing linear spots for CTVs.
SpotX also said that it is powering programmatic executions within traditional STBs owned by MVPDs which will help “to make addressable television available to programmers via programmatic at scale”.
The vendor currently works with 87% of all major US ad-supported providers of OTT video, reaching 50 million households and a significant portion of the addressable television marketplace.
It has partnerships in place with a number of major names including The Trade Desk. Jon Tabak, GM, Strategic Partnerships at the firm, said: “Combining the precision, activation and measurement capabilities of CTV with the ubiquity and scale of linear TV creates an incredibly attractive sweet spot for our customers. This new wave of addressable solutions levels the playing field across all TV inventory and potentially paves the way for an impression-based future that will benefit the entire TV ecosystem.”
Matt McLeggon, VP, Advanced TV at SpotX, added: “The convergence of addressable and programmatic technology represents a significant step in the evolution of linear television. With the unification of previously fragmented addressable formats into a single ad server-agnostic marketplace, programmatic addressable presents an immediately scalable solution for maximizing the value of linear inventory.”
Evan Adlman, SVP of Advanced Advertising at AMC Networks, another early adopter, said: “The industry has been working toward a smart, scalable solution to accelerate the growth of addressable TV for quite some time. SpotX is uniquely positioned to create that scale because of their wide breadth of close relationships with media owners as well as their proven expertise in connected TV.”