Videa, a Cox-backed supply-side platform bringing automation and data-driven decision-making to broadcast television, has entered into a multi-year partnership agreement with Videology, a software provider for converged TV and video advertising, to enable media buyers to programmatically plan, buy and report on television advertising.
The Videology agreement will allow advertisers and agencies to work with Videa’s broadcast clients to optimise advertising campaigns, improve workflow efficiencies and utilise data-enhanced audience targeting to drive value and new demand for linear television.
“Digital media has shown us that the more we can target with precision, the more relevant the message, and the better the results,” said Amanda Richman, president, investment and activation, Starcom. “Any technology that can help us drive these same enhanced results across screens, whether a Smartphone or SmartTV, is clearly valuable to our clients and necessary in today’s converging media landscape.”
“We know that there is tremendous interest in extending programmatic buying to TV, so our partnership with Videology, whose technology is used by some of the largest demand sources in the world, was a logical choice,” added Shereta Williams, president of Videa. “This partnership will allow media buyers to plan and purchase more targeted TV buys across platforms with greater simplicity and transparency, while exposing our broadcast partners to new sources of demand.”