Step by step, internet-based TV programs are becoming full-fledged citizens of the digital ad ecosystem.
The latest step is a partnership announced this week between ad platform AppNexus’s existing Connected TV marketplace and Over-the-Top (OTT) data management platform (DMP) Tru Optik’s OTT Marketing Cloud.
The companies say it creates the first OTT Supply Side Platform (SSP) where inventory holders — that is, publishers and networks — can offer validated audience segments to advertisers in a private marketplace. Tru Optik’s DMP provides more than 10,000 audience segments, such as males 18-34.
Tru Optik CEO and co-founder Andre Swanston told me that this partnership is not only AppNexus’s first partnership with an OTT DMP, but the first by any SSP with an OTT DMP.
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.