The arrangement will enable Viant users to measure, optimize and analyze the outcomes of campaigns using linear TV and over-the-top, connected TV.
“CTV represents a massive opportunity for advertisers who typically reach customers on linear platforms and want to extend the reach of their campaigns to the fast-growing CTV arena,” Viant chief marketing officer Jon Schulz said. “Our partnership with iSpot brings a leading, independent measurement company into the fold empowering brands to identify opportunities for more effective reach, and allowing for true cross channel optimization and improved ROI.”
“The integration of iSpot’s Unified Measurement product into the Adelphic DSP is part of an initiative to bring independent measurement closer to the point of activation so brands can move from insight to action quickly on the platform of their choice,” said Robert Bareuther, senior VP, business development, iSpot.
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.
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