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TV Ad Tech’s New Players

Latest entries to roster of top programmatic vendors 2/09/2015 8:00 AM Eastern

To help highlight some of the technologies being used for programmatic advertising efforts, B&C and Multichannel News have updated the annual listing of tech companies in the sector.

 

The list is not intended to be comprehensive — there are dozens if not hundreds of firms involved in some way or another in programmatic advertising technology, software, services, consulting and data analytics and measurement. Rather, it is meant to show the range of available technologies, as well as the offerings of some major players.

 

Below you’ll find a few select companies that are new to the annual list, or that have made major announcements since it was first printed.

 

ADMORE

Contacts: Brendan Condon, CEO, Media Properties Holdings, brendan.condon@mph.tv, (212) 260-4712; Sean King, chief revenue officer, sean.king@mph.tv, (951) 216-6570

URL: www.revshare.com/advertisers/admore

Offering: Launched in 2013, AdMore’s automated TV buying platform reaches 110 millionplus households in 200 DMAs. The platform is designed to optimize TV campaigns and reach targeted audiences more cost-effectively; provides real-time campaign analytics along with Nielsen-verified audience and ratings measurement; also includes new tools for capturing data and using it to better reach consumers and boost sales. AdMore is a unit of Media Properties Holdings.

 

COGNITIVE NETWORKS

Contacts: Michael Collette, CEO; Greg Hampton, VP of business development, Greg.Hampton@cognitivenetworks.com, (415) 697-3380

URL: www.cognitivenetworks.com/

Offering: Major provider of real-time services using automatic content recognition (ACR) technologies that are deploying in nearly 50% of smart TVs sold in the U.S.; company’s Engage API allows smart TVs to launch applications that are synced to second-screen content or ads. Smart TV data captured by its systems can help match data to other data sets, building targetable audience segments, and measurement of return on investment in programmatic efforts.

 

INVISION

Contacts: Steve Marshall, CEO, steve.marshall@invisioninc.com, (917) 522-8567; Christina Barlowe, senior VP, strategic sales and consulting services, christina.barlowe@invisioninc. com, (917) 522-8597

URL: www.invisioninc.com

Offering: Has more than 20 years of experience providing multiplatform advertising software that is now used to manage over $13 billion in ad revenue. For programmatic efforts has developed a “unified sales channel” to help sellers optimize their revenue, apply pricing constructs to their inventory and more easily integrate with the buying ecosystem; also provides a complete range of programmatic tools from workflow automation, to advanced audience segmentation and dynamic ad insertion.

 

ITN NETWORKS

Contacts: Tim J. Connors Jr., CEO, timconnors@itnnetworks.com; (212) 572-9202; Alan Walz, executive VP and chief marketing and research officer, awalz@itnnetworks.com; (212) 572-9211

URL: itnnetworks.com

Offering: Has more than 30 years of experience running an “unwired network” that allows national advertisers to easily buy local inventory with extensive technologies for streamlining the process of planning, buying and measuring campaigns. Drawing on that technology, the company now offers Ad-Vantage, a complete programmatic platform of technology, inventory, data and services. It is starting to license the platform to companies and conducting some beta tests, with a full rollout due this year.

 

THIS TECHNOLOGY

Contacts: Jeffery Sherwin, CEO, (212) 253.9633; Denise MacDonell, VP of product and marketing, (303) 835.6954

URL: http://thistech.com/trajectory-dynamicad- insertion

Offering: Provides software to multichannel operators and programmers for monetizing content, centralizing operations and adapting to changing ad models; clients for overall offerings include Comcast, Verizon, NBC Universal and ABC. The company’s dynamic advertising insertion software supports programmatic and addressable advertising for linear, time-shifted and on-demand content delivery; supplies Trajectory Dynamic Ad Insertion software that enables users to monetize inventory through any programmatic system with a controlled flow of anonymous data.

 

WIDEORBIT

Contacts: Eric Mathewson, founder and CEO, (415) 675-6700; Brian Burdick, executive VP, digital and programmatic, (425) 412-6819

URL: wideorbit.com and woprogrammatic.com Offering: WideOrbit’s traffic, billing and ad sales software is the most widely used system among U.S. broadcast stations and is gaining market share in cable. In the programmatic arena, it announced last fall a partnership with Magna Global and Tribune Media Co. to launch WO Central, which offers programmatic targeting and automated buying in local media for local and national marketers. Hearst, Meredith, Raycom, Scripps and Sinclair also agreed to participate in testing the system.

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