Telaria Launches Addressable Products for Connected TV

Advertising software company Telaria said it launched a new set of products that lets video publishers and marketers deliver targeted, addressable campaigns via connected TV, over-the-top, mobile and desktop screens.

Telaria Audience Connects uses multiple addressable criteria to leverage the scale and quality of its premium publishers using first-party and third-party data sources, the company said.

“With linear addressability opportunities declining as cord cutters and cord-nevers swell, television buyers need a scalable solution to reach their desired audiences,” said Paige Bilins, chief product officer at Telaria. “We are providing a real alternative while solving the issue of wasted impressions by using an array of rich data to deliver the right message to the right person at the right time – at scale. For the first time, Telaria has the ability to connect the dots for buyers and sellers in a unique way no other company has been able to execute to date.”

Audience Connect is available through Telaria’s leading DSP partners via custom-built Private Marketplace Packages (PMPs). Publishers always have complete choice and control over the data they wish to expose, and to whom, on a deal-by-deal basis.

“The industry has limited ‘addressable’ to mean only household-level targeting on television, but we believe CTV is inherently addressable and can go beyond basic household-level data and holistically optimize audience, contextual, and behavioral criteria to drive campaign performance," said Laura Buchman, VP of addressable and audience strategy at Telaria. "This is a pivotal moment for publishers and buyers as they look to create more valuable inventory and execute campaigns with greater success and accuracy.” 

Audience Connect is currently being used by a number of key CTV publishers and advertisers.

Telaria’s clients include Hulu, SlingTV, SonyVue, PlutoTV, TubiTV, Singtel, Australia’s Channel Nine and Channel Ten, and Brazil’s Globo. 

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.