Adelphic, a mobile and cross-channel demand-side platform that counts Google Ventures among its backers, said it has inked a deal with LiveRail (now part of Facebook) to bring connected TV ad inventory to programmatic buyers.
Adelphic said the linkage will enable its clients, which include trading desks, to buy ads programmatically to consumers who use connected TVs and integrate that inventory into their multi-channel campaigns. About 138.8 million U.S. consumers will tap into a connected TV at least once per month this year, according to eMarketer.
Matching programmatic buying to connected TV platforms will give media buyers greater transparency into consumer preferences and purchase behavior, while giving programmatic buyers the ability to modify their bid prices for different consumer groups in real-time.
“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.
Founded in 2011, Adelphic is funded by Matrix Partners, Blue Chip Venture Company and Google Ventures. It has raised about $23 million, according to CrunchBase.