Advanced Television

Synamedia, Index Exchange partnership

September 7, 2023

Synamedia has unveiled updates to its Synamedia Iris advertising platform that expand campaign formats and increase monetisation options. With the addition of programmatic support to its direct sold capability, customers will now benefit from a single, unified ad platform that reaches consumers on any screen. Furthermore, a partnership with the supply side platform (SSP), Index Exchange, the independent ad marketplace, now connects Synamedia Iris customers with global advertisers.

With the addition of programmatic alongside direct advertising campaigns, Synamedia Iris increases the choice of media for advertising campaigns and bolsters in-house sales teams. Customers can now maximise the value of their inventory through the programmatic ecosystem and publishers can connect their agency partners to over 40 leading demand-side platforms (DSPs) through Index Exchange.

“Synamedia Iris has already proven its value in the addressable advertising space across both broadcast TV and streaming services, delivering operational efficiencies and new monetisation opportunities,” said Scott Kewley, Vice President, Commercial Product Management at Synamedia. “Importantly, while much of today’s ad tech started on the digital side, we approached unified advertising from the broadcast perspective, building on more than a decade’s experience in addressable advertising. The result is a platform that not only meets the needs of a broad customer base but is future-proofed for the fast-changing ad market.”

According to Marija Masalskis, senior principal analyst for TV, Video and Advertising at Omdia, “When it comes to advertising, the large broadcasters are looking to work with a trusted partner who really understands their business and challenges. For this reason, ad tech specialists and digital native vendors may not be the right solution for their needs. And, as broadcast and digital converge, those technology providers with a broadcast heritage are in a strong position as linear TV is the tougher nut to crack.”

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