QTT, a division of Viamedia, is launching a platform where buyers can access linear television advertising inventory for data-driven advertising.

A+E Networks, Fox and Reelz are the first TV network participants in the QTT Marketplace.

Magnite is the initial supply-side platform working with the QTT marketplace.

“The last mile to activate linear TV advertising through existing digital platforms is finally here,” said John Piccone, president of QTT. “Buyers and sellers can now take advantage of their investments in data-driven audience planning tools by activating at scale through QTT’s seamless translation platform. As a result, we now have an array of partners offering premium television inventory through demand- and sell-side platforms to connect them directly with traditional and new digital advertisers.”

The marketplace gives TV networks access to the growing volume of digital video ad add dollars.

"A+E Networks has been on the forefront in building scalable demand-side partnerships,” said Ethan Heftman, senior VP, advanced advertising and digital sales at A+E Networks. “QTT and its Marketplace are a one-two punch that automates access to new demand while ensuring control over our pricing and inventory.”

“At Fox, we continue to find ways to better serve our clients and look for solutions to drive incremental yield while reducing the workflow efforts to leverage our advanced TV technologies,” said Dan Callahan, senior VP, data strategy and sales innovation for Fox. “Earlier this year, we partnered with Operative to move all linear sales to a single cloud system and, in turn, this allowed a seamless partnership with QTT to connect specific cable network linear avails to digital ad platforms.”

“More and more digital advertisers are looking to linear TV to increase their reach efficiently,” said Bill Rosolie, senior VP, advertising sales at ReelzChannel. “We see QTT as a platform to unlock the value of target-rich audiences across our portfolio of independent networks.”

The QTT Marketplace is an extension of QTT software developed to allow agencies and media buyers to see the linear ads made available by MVPDs, broadcast television stations and broadcast and cable networks. The launch follows QTT getting patents for the process it uses to integrate digital and linear television ecosystems.

Magnite developed its own process that complement’s QTT’s technology and allows QTT inventory to be bought programmatically based on TV metrics. 

“Our clients have been asking for streamlined tools to enable programmatic monetization of their linear inventory and complement their CTV advertising efforts,“ said Todd Randak, senior VP, strategy and partnerships at Magnite. “With QTT we can now offer premium linear TV opportunities through the Magnite platform as if they were any other digital video ad.”

QTT, an ad-tech division of Viamedia, received a third patent for its process of bridging the gap between linear TV and digital advertising. 

The company said the patent, U.S No. 11,057,134 for “Integrating Digital Advertising with Cable TV Network and Broadcast Advertising” is part of solving the last-mile challenges facing marketers mounting cross-platform campaigns.

The new patent enables a connection to broadcast and cable programmers and their ad inventory, increasing digital-first advertisers’ access to local linear TV inventory from two minutes per hour, as enabled by last year’s patent, to 15 minutes per hour nationally.   

“QTT is a win-win for advertisers and linear TV companies alike,” said John Piccone, president of QTT. 

“Local and national television inventory suppliers own the lion’s share of premium, fraud-free video advertising inventory.  But digital-only advertisers have not been able to access this premium inventory through the demand-side platforms where they currently purchase all other digital media,” Piccone said. “There are many more digital advertisers than TV advertisers and this development allows all of those digital advertisers to access TV inventory and to avail themselves of brand-safe options that improve the efficiency and effectiveness of their budgets.” 

QTT’s cloud-based technology converts a digital ad call into a linear TV placement. QTT’s solution facilitates private marketplace deals with local broadcasters and broadcast and cable networks.

“This completes the last mile that has been missing from previous efforts to connect the largest pool of premium video advertising inventory to DSPs and SSPs -- while giving inventory owners control of the process,” said Randy Lykes, CTO of QTT parent Viamedia and who is named on the patent. “QTT solves this by making advertising standards interoperable.”

QTT received its first patent--U.S. 10,757,462, which enabled MVPDs to connect to digital-first advertisers via DSPs and SSPs, in August 2020. Its second patent--11,012,758--was granted in May and described a system for having digital advertising triggered by cable TV cue messages. 

Viamedia, which sells ad inventory for local cable operators, said it hired John Piccone as president of its new QTT division.

QTT requests and receives ads programmatically from ad exchanges which are inserted in real time into linear cable TV channels, bringing new digital marketing dollars to local cable.

Related: Viamedia's QTT Taps Digital Ad Dollars for Local Cable

Piccone most recently had been president and chief revenue officer of Simulmedia, a pioneer in selling data-targeted linear TV. As president of QTT, he will be responsible for its overall business, product, communications and marketing strategy.

“Having been an advisor to QTT for several months now, John has demonstrated that he is a dynamic leader whose extensive experience and insight will be invaluable as we continue to expand our QTT™ offering,” said Viamedia CEO Mark Lieberman. “The technical results from our initial market trials and integrations with our MVPD partners have been stellar. QTT is bringing us one step closer to the full convergence of TV and digital advertising, and John is the right man to help us get there.”

Related: Viamedia Completes Live Test of Linear Programmatic Product

Before Simlmedia, Piccone held pots with Innovid, HealthiNation, BlackArrow and 24/7 Real Media.

“I am very excited at the opportunity of helping bring the digital and linear television advertising worlds together,” Piccone said. “QTT is a complete game changer. For years, the marketplace has been waiting for a simple solution to allow digital advertising platforms to buy linear TV advertising while respecting the existing business rules that have made television advertising so powerful. With QTT, the wait is over. This is the opportunity of a lifetime, and I’m honored to be a part of it.”

Viamedia also said that Brendan Condon, most recently chief revenue officer for Comcast’s Effectv, is acting as a strategic advisor. He will work with cable operators and agency heads to help drive adoption of QTT.

Viamedia, which sells ad inventory for local cable operators, said it hired John Piccone as president of its new QTT division.

QTT requests and receives ads programmatically from ad exchanges which are inserted in real time into linear cable TV channels, bringing new digital marketing dollars to local cable.

Related: Viamedia's QTT Taps Digital Ad Dollars for Local Cable

Piccone most recently had been president and chief revenue officer of Simulmedia, a pioneer in selling data-targeted linear TV. As president of QTT, he will be responsible for its overall business, product, communications and marketing strategy.

“Having been an advisor to QTT for several months now, John has demonstrated that he is a dynamic leader whose extensive experience and insight will be invaluable as we continue to expand our QTT™ offering,” said Viamedia CEO Mark Lieberman. “The technical results from our initial market trials and integrations with our MVPD partners have been stellar. QTT is bringing us one step closer to the full convergence of TV and digital advertising, and John is the right man to help us get there.”

Related: Viamedia Completes Live Test of Linear Programmatic Product

Before Simlmedia, Piccone held pots with Innovid, HealthiNation, BlackArrow and 24/7 Real Media. 

“I am very excited at the opportunity of helping bring the digital and linear television advertising worlds together,” Piccone said. “QTT is a complete game changer. For years, the marketplace has been waiting for a simple solution to allow digital advertising platforms to buy linear TV advertising while respecting the existing business rules that have made television advertising so powerful. With QTT, the wait is over. This is the opportunity of a lifetime, and I’m honored to be a part of it.”

Viamedia also said that Brendan Condon, most recently chief revenue officer for Comcast’s Effectv, is acting as a strategic advisor. He will  work with cable operators and agency heads to help drive adoption of QTT.