Startup Leap Media Launches Matchmaking Site For Advanced TV Ads

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Leap Media Group is launching the beta of AdYield.tv, a site dedicated to matching up buyers and sellers of advanced TV advertising.

AdYield.tv isn't an ad exchange or ad network. Instead, it lets media planners search on criteria that meet a campaign's objective and find advanced TV inventory that meet that criteria. Then, AdYield.tv facilitates the sales process between the buyer and the seller.

"What eHarmony is to dating, we're to advertising," Leap Media Group partner Chris Pizzurro said.

New York-based Leap Media has more than 60 buyers and sellers on the platform. Participants on the inventory side include programmers such as ABC, Discovery Communications, Comcast Networks and Turner Broadcasting System's TNT, TBS, Cartoon Network and CNN; operators such as Comcast, Cablevision Systems, Cox Communications, Charter Communications and Verizon FiOS; independent VOD networks Havoc Television and MagRack; and connected-TV app developers.

The basic service is free to use for marketers and agencies. Basic listings are free to inventory sellers; Leap Media will charge a transaction fee "when a deal is actually closed and it's new business," Pizzurro said. In addition, the company will sell marketing sponsorships on the site.

Examples of inventory types on AdYield.tv include interactive TV overlays, VOD spots, addressable ads, applications and banners.

Eventually, Leap Media envisions potentially connecting into Canoe Ventures or other advanced-advertising networks, Pizzurro said.

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