Google’s challenge will be cutting through an increasingly crowded TV supply-side space. For instance, TV SSPs like Cox-backed Videa and Clypd are either releasing or planning to release tools designed to offer new opportunities for broadcasters to sell their inventory.
Google’s forecasting tool will focus initially on connected TV, OTT and other IP-streaming sources. The company continues its push into the TV world, gradually working its way to linear. It recently revealed early stage trials for addressable TV targeting through set-top boxes in conjunction with its broadband service Google Fiber.