• by Tyler Loechner  @mp_tyler, June 15, 2015

Adelphic, a mobile-focused demand-side platform (DSP), is expanding to new screens.

The company on Monday announced it has plugged into Facebook’s LiveRail, a supply-side platform (SSP) for programmatic video advertising. As a result of the integration, Adelphic clients will be able to buy “Connected TV” inventory programmatically.

The hookup allows programmatic buyers to deliver 30-second video ads across connected TV devices such as Roku, Apple TV, Xbox, and more, an Adelphic representative told Real-Time Daily. They can also buy inventory on A&E Networks, a publisher app found on connected devices.

For the buys, Adelphic says clients will be able to use the same video ad-serving template (VAST) they use for digital video. This allows marketers to run cross-screen video campaigns -- across desktop, mobile and now connected TV -- using the same ad serving template.

More and more, TV screens are being paired with advertising technology. Perhaps the most significant indicator of this trend came earlier this month, when Comcast acquired Visible World, a company focused on bringing programmatic audience-buying to television.