• by Tobi Elkin  @tobielkin, November 17, 2016

Placemedia, a programmatic supply-side platform for TV, on Thursday said it had teamed up with Rubicon Project, to expand access to programmatic television  advertising demand.

Under the agreement, hundreds of thousands of marketers  on Rubicon Project’s platform will be given direct access to Placemedia’s supply of impressions from national cable networks, local multichannel video programming distributors, and other partners, representing more than 100 million U.S. households in 210 Designated Market Areas.

Rubicon Project’s Guaranteed Orders platform is an end-to-end automated solution with direct order automation. The platform aims to streamline the process of direct deals from a matter of days or weeks, to hours. The Guaranteed Orders platform is designed to bring buyers and sellers closer together to efficiently execute their advertising strategies.

Rubicon Project said the expanded access should help accelerate growth in an industry many experts believe is poised to boom. This year, the programmatic TV market is expected to climb 127.8% to $710 million, according to eMarketer, and is projected to increase to 6.0% of all TV ad spend, or $4.43 billion, by 2018.

“We are excited to bolster our national linear television presence with this partnership with Placemedia as we continue to automate all forms of digital advertising, across all screens,” Jay Sampson, head of strategic partnerships for Rubicon Project, told Real-Time Daily via email.