Ad-tech provider Wide Orbit, Inc. said it partnered with 4C, a data science and media tech firm, to enable advertisers to use insights from social media activity for audience targeting in
programmatic TV buying. The partnership means that 4C will help advertisers use social media engagement data and other data sets to identify the best placements for brands on broadcast TV and cable
network inventory available via WideOrbit's
WO Programmatic TV marketplace.
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