Extreme Reach (ER) has announced the launch of AdBridgeTM for Sellers, a solution built to address the challenges faced by programmers and ad operations teams in a content-everywhere world. The viewer expectation of finding content they love on a myriad of screens and platforms has added tremendous complexity to sell-side workflows as teams look to ensure that quality ads align with quality content everywhere it is seen.

AdBridge for Sellers connects the buy and sell sides to simplify the distribution of ad creative to every serving point: OTT, VoD, CTV, Digital and linear TV.  The current complexity of this workflow, industry-wide, has prompted many players to begin building their own siloed solutions that essentially act as Operational Walled Gardens that prevent ads from being efficiently distributed and trafficked . This, in turn, creates significant redundancies for brands, agencies, programmers and MVPDs as it multiplies the number of requests for the same creative assets. The multiple hand-offs of those assets that take place between receipt from the buy-side and serving the ad, introduces delays and potential for formatting errors into the supply chain. AdBridge for Sellers is built on the concept of a single supply chain from buy side to sell side — a single source for all content owners to access creative and deliver it to every end point.

“Fragmentation of audience based on new and innovative video delivery platforms is creating complexity on the sell side as ads need to be positioned everywhere,” said Bunker Sessions, VP Sell-Side Solutions at Extreme Reach. “AdBridge for Sellers is shedding light on  these challenges and the friction that exists in campaign execution on the sell-side, and delivering a true solution that ensures the industry can realise the full value of every ad impression.”

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