“BrandPoint is a product that that allows a TV buyer who wants to complement their TV buy with a digital video buy to do so in the same language, planning, and measuring in Nielsen GRPs,” said Keith Eadie, TubeMogul’s CMO. “As we extend that product, it’s a matter of putting more inventory behind it that meets the needs of TV buyers and expands their addressable audience and applies the data we’re used to applying in the digital world in the offline world.”
Hasan Rahim, SVP and head of sales at AudienceXpress, added: “At any given moment, we could have 55-65 million local cable homes aggregated up with network cable inventory as well. We have a reporting dashboard that populates impressions by networks, day parts or ad-ID and it’s an automated system in which clients can launch impressions and make adjustments based on additional data in real time.”
The two companies will continue tests into Q4 in order to develop ways of adding linear inventory to digital buys, particularly as marketers look to follow the digital audience offline.
Traditional TV and programmatic video supply are converging. Earlier this summer, software company Clypd claimed it had developed a first-in-class API to allow digital ad tech companies to access commercial TV spots. Additionally, AOL bought advanced TV targeting technology company Precision Demand to augment programmatic video campaigns running on Adap.tv.