Programmatic player AdMore has made a deal that will give users of Videology software access to linear TV inventory at AdMore affiliates, reaching more than 100 million homes.
The agreement increases the ability to mount programmatic ad buys using automation and data to reach specific target audiences at lower effective costs, the companies said.
AdMore’s platform includes national networks and more than 1,200 local and cable affiliates.
Videology’s DETV software gives advertisers and agencies the ability to plan, buy, optimize and measure TV campaigns.
“Videology is widely recognized for producing the industry’s strongest automated targeting capabilities and most effective optimization data,” said Brendan Condon, AdMore president. “We can bolster that with linear TV audiences at scale across fully national networks or from more than 200 different Nielsen-monitored DMAs that are scaled to meet any of these brands and agencies’ rapidly evolving needs.”
Programmatic spending on TV ads is expected to more than double to $710 million this year, according to a forecast by eMarketer. By 2018, programmatic spending on TV is expected to jump to $4.43 billion, or 6% of all TV spending.
“As TV and digital video advertising converge, we’ve built a technology solution to help advertisers reach their target audience wherever they watch video, no matter the screen, including TV,” said Scott Ferber, founder and CEO, Videology. “Of course, an integral part of this is connecting with premium suppliers in the TV ecosystem. AdMore’s depth and breadth of national TV inventory and local broadcast inventory makes them a valued contributor to our DETV™ software, and will help us provide programmatic TV solutions at scale to meet the rising demand from advertisers and agencies.”
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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