Tetra TV Emerges From Stealth Mode with Ex-Roku Execs at the Wheel, Connected TV Advertising in Its Sights

A couple of former Roku executives are aiming to to launch a new ad network to sell dynamically inserted ads across a wide variety of streaming platforms.

Emerging from stealth mode, Tetra TV is led by co-founders Steve Shannon and Jim Lombard. The former served as general manager and senior VP of content services for Roku from 2012-2017; the latter launched Roku’s now lucrative advertising business as head of ad sales from 2013-2018.

With the West L.A.-based Tetra TV, the pair are launching an ad network that will allow for Dynamic Ad Insertion across OTT platforms ranging from Apple TV to Chromecast to Roku to Amazon Fire TV to popular smart TV platforms.

“Ad-supported streaming TV is growing fast, but the viewing is fragmented across a wide array of devices and publishers creating siloed video ad inventory,” said Lombard, Tetra TV’s chief revenue officer, in a statement. “Tetra TV navigates these complexities, unlocks premium ad inventory, and provides transparent reporting with universal measurement standards for advertisers looking to reach the growing streaming TV audience.”

Tetra TV uses an open platform approach to support a variety of data and measurement providers including Nielsen, Experian, Acxiom. Tetra TV also said its 50 million connected TV household audience graph enables 1:1 targeting and frequency capping at the household, device and content levels.

“By combining the benefits of digital ad delivery with the impact of TV, streaming television will become the most powerful ad medium on Earth,” said Shannon. “Through working directly with premium video publishers and the industry's most reliable data providers, Tetra TV’s goal is to execute highly efficient, outcome-driven CTV ad campaigns at scale.”

Daniel Frankel

Daniel Frankel is the managing editor of Next TV, an internet publishing vertical focused on the business of video streaming. A Los Angeles-based writer and editor who has covered the media and technology industries for more than two decades, Daniel has worked on staff for publications including E! Online, Electronic Media, Mediaweek, Variety, paidContent and GigaOm. You can start living a healthier life with greater wealth and prosperity by following Daniel on Twitter today!