Adelphic, a mobile and cross-channel demand-side platform that counts Google Ventures among its backers, said it has inked a deal with LiveRail (now part of Facebook) to bring connected TV ad inventory to programmatic buyers.

Adelphic said the linkage will enable its clients, which include trading desks, to buy ads programmatically to consumers who use connected TVs and integrate that inventory into their multi-channel campaigns. About 138.8 million U.S. consumers will tap into a connected TV at least once per month this year, according to eMarketer.

Matching programmatic buying to connected TV platforms will give media buyers greater transparency into consumer preferences and purchase behavior, while giving programmatic buyers the ability to modify their bid prices for different consumer groups in real-time.

“By working with LiveRail and incorporating CTV inventory into our platform, our clients will have an unprecedented ability to influence consumer behaviors throughout the path to purchase, starting in living rooms and continuing to, and through, retail environments,” said Michael Collins, CEO of Adelphic.    

Founded in 2011, Adelphic is funded by Matrix Partners, Blue Chip Venture Company and Google Ventures. It has raised about $23 million, according to CrunchBase. 

Fox Television Stations said it will look to further monetize display and video impressions across the O&O group through a deal with LiveRail, the digital advertising specialist that was recently acquired by Facebook.

Fox Television said it will integrate LiveRail with its programmatic ad system.

“In recent years, the trend among digital advertisers has been a flight to quality as it relates to content. By adding LiveRail to our digital video programmatic solution, the FOX TV Stations Group extends our existing platform to better enable advertisers to target desired consumers of our video content in the credible and brand-safe environment,” Joe Oulvey, EVP of Fox station sales, said in a statement.

Jesse Clemmens, Private Exchanges Manager, LiveRail at Facebook added, “We look forward to helping Fox monetize their video and mobile video inventory across local TV markets. 

“By implementing LiveRail’s Video Private Exchange (VPX), Fox is able to tap into the rapidly growing programmatic market and connect key advertiser clients with premium, biddable programmatic video inventory,” added Jesse Clemmens, LiveRail’s private exchanges manager.

Fox Television Stations is comprised of 28 stations in 17 markets covering over 37% of U.S. television homes, including New York, Los Angeles, Chicago, Dallas, San Francisco, Washington, D.C., Houston, Minneapolis, Phoenix, Orlando and Charlotte.

LiveRail’s other customers include ABC Family, A&E Networks, Gannett, Dailymotion and MLB.com, among others.