Video inventory management platform SpotX and BrightLine, a provider of advanced TV and over-the-top (OTT) advertising, on Wednesday announced a partnership to automate the purchasing workflow of advanced TV ads.
The integration between SpotX and BrightLine aims to help publishers automate the sales of personalized, household-addressable advanced ad units within connected TV (CTV) environments. The goal is to offer TV ad buyers broader access and reach.
As part of the integration, BrightLine’s technology will be activated across available connected TV inventory on SpotX’s platform, enabling advertisers to buy programmatically on Apple TV, Roku, Amazon Fire, smart TVs, gaming consoles and other connected TV ecosystems.
"Our integration with BrightLine comes as CTV reaches a critical mass of adoption. Advertisers are shifting in that direction, due to formats like BrightLine's. This integration will help SpotX publishers boost accessibility for buyers. We expect interactive CTV ads to become a core component of media agency budgets ,now that they can integrate them into their planning using our platform," Allen Klosowski, VP, mobile & connected devices, SpotX, told Real-Time Daily via email.
BrightLine’s InCAST platform enables marketers to turn ads into dynamic and immersive brand experiences on connected TVs.
Viewers can interact with personalized ads on a TV that matches the way they interact with content on desktop or mobile devices. BrightLine has implemented the advanced TV ad formats on Hulu, A+E Networks, CBS, and others.
Providing capabilities to run BrightLine formats programmatically is expected to help accelerate the growth of agencies creating interactive CTV ads, according to Klosowski.