Placemedia, a programmatic exchange for TV ads, is expected to next week announce that independent ad agency Karlen Williams Graybill Advertising has joined its launch partner program. Karlen Williams Graybill will have access to Bullet, Placemedia's platform for automating media planning and buying.
Placemedia aggregates unsold and undersold inventory from cable networks, broadcasters, cable providers, satellite companies, connected TV, OTT (over-the-top), and IPTV (Internet Protocol television) providers. The company says their platform then plans and buys TV schedules using set top box data matched with consumer purchasing data from research providers.
“We see programmatic buying on linear television as a critical path for our agency and our clients,” stated Jim Williams, CEO of Karlen Williams Graybill. “Television has a 30-year audience fragmentation problem. Most agencies and advertisers are spending the bulk of their budgets on the top twenty to thirty networks. Placemedia gives us an opportunity to reach a high-quality, targeted audience on every network in every market.”
Karlen's clients generate revenue of nearly $5 billion annually, per the release. A company representative said some of its clients include Pfizer, Alacer, Northland Juice, and Synergy Vitamins.