In a move that will accelerate access to programmatic TV inventory, Comcast’s Visible World unit this morning announced plans to integrate SintecMedia’s audience-based TV and
digital video targeting technology into its buyer/seller stack.
The deal will enable networks utilizing SintecMedia’s supply-side technology to offer audience-based inventory
via Visible World’s HighYield system, and programmatic TV ad technology platform enabling buyers and sellers to automate campaign proposals, inventory selection and pacing.
The
Visible World technology will enable SintecMedia customers to interface with TV trafficking systems to automate campaigns and measure TV ad impression performance.
Among other
things, the integration will enable SintecMedia customers to offer audience-based TV inventory via Visible World’s AudienceXpress, a supply-side platform aggregating local cable and broadcast TV
audiences into national audience reach buys, as well as Comcast’s Strata, a media-buying processing platform utilized by agencies and advertisers to manage their media buys.
“We are
making it possible for broadcasters to make it easy to benefit from the growth in demand for programmatic TV advertising,” Visible World CEO Seth Haberman, stated about the significance of the
deal.
