tvbeat and Spectrum Reach Launch Programmatic Linear TV Solution

tvbeat and Spectrum Reach have launched a programmatic linear TV solution in the US, allowing advertisers to purchase traditional TV ads programmatically like CTV ads. Advertisers can access precise ad placement and detailed performance reports. This collaboration aims to enhance the buying experience for digital advertisers and make advertising more cost-effective.

London and New York - tvbeat, a global leader in Total TV campaign forecasting, planning, and optimization, and Spectrum Reach have announced a partnership to bring tvbeat's programmatic capabilities to linear TV advertising in the U.S. market [1]. This collaboration aims to revolutionize the traditional TV advertising landscape by offering a fully automated, data-driven buying experience similar to Connected TV (CTV).

Through this new offering, Spectrum Reach becomes the first U.S. Multichannel Video Programming Distributor (MVPD) to execute video ad campaigns in a CTV-like manner using traditional TV ad inventory. Unlike typical linear ad buys that require manual negotiation and facilitation by a campaign manager, this inventory can be bought programmatically, meaning it can be purchased automatically through digital platforms. Advertisers can now access precise ad placement and detailed performance reports, enhancing the buying experience and making advertising more cost-effective.

Dan Callahan, Senior Vice President and Chief Revenue Officer at Spectrum Reach, stated, "This collaboration is a great example of how tvbeat and Spectrum Reach are innovating to meet shifting advertiser expectations and consumer viewing behaviors. With tvbeat's technology, we're enabling our customers to purchase traditional TV ads as easily and precisely as they would with CTV—a capability previously unavailable for linear buys. This innovation aims to advance the industry by simplifying and enhancing the ad-buying experience."

Robert Farazin, CEO of tvbeat, added, "By aligning with Spectrum Reach's innovative approach, we can help digital advertisers streamline their processes, boost their returns, and reach wider TV audiences with the precision of CTV planning. But more importantly, through this partnership, we're delivering solutions that make it easier for advertisers in today's competitive landscape."

The programmatic linear TV solution also supports Video Ad Serving Template (VAST) tag execution, a method crucial for CTV and digital video ad campaigns. Advertisers will only pay when their ads are watched by their target audience, and they will have access to detailed impression-level reports to gauge ad performance.

tvbeat is a global advertising technology company that unifies TV, CTV, and streaming video advertising. It is best suited for large media ad sales organizations that rely on owned, managed, and partner inventory across various platforms and systems. Spectrum Reach, the advertising sales business of Charter Communications, Inc. (NASDAQ:CHTR), provides custom advertising solutions for local, regional, and national clients, operating in 36 states and 91 markets.

References:
[1] https://www.marketscreener.com/news/charter-communications-tvbeat-and-spectrum-reach-launch-programmatic-linear-tv-solution-to-expand-ce7c51dad889f220