Viant advances TV ad offerings through iSpot partnership
Viant Technology Inc. , a people-based advertising software company, and iSpot.tv, a player in real-time TV ad measurement and attribution, has announced a partnership to advance Viant’s TV advertising offerings, integrating iSpot’s Unified Measurement solution into the Adelphic® advertising software.
The integration is aimed at improving reach, frequency, and business outcome insights for Viant advertisers delivering over-the-top (OTT) and linear TV campaigns.
According to eMarketer, combined US ad spending on linear and connected TV (CTV) platforms will exceed $93 billion by 2025, from just under $80 billion in 2021.
Jon Schulz, Chief Marketing Officer, Viant: “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. 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.”
Leveraging the iSpot.tv integration, Viant’s brands and agencies can:
Utilize a real-time ad measurement offering that combines second-by-second ad viewership with verified impressions for linear and CTV inventory
Optimize campaigns in-flight based on incremental reach and the conversions delivered across screens and publishers
Analyze how cross-screen campaigns within the Adelphic DSP perform for specific target audiences
Robert Bareuther, SVP Business Development, iSpot: “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.”
