• by Tobi Elkin  @tobielkin, February 9, 2017

Digital identity firm Drawbridge on Thursday announced the addition of programmatic TV capabilities to its cross-device platform. The addition aims to provide the company’s managed-service and self-service platform clients with the opportunity to optimize cross-device impact by extending their first- and third-party audience data into linear TV.

The new capability enables brands to bid on and purchase linear TV inventory directly through the Drawbridge demand-side platform and reach the same first- or third-party audience segments on both TV and digital.

“It’s clear that TV viewership is rapidly changing, with traditional cable subscriptions declining and streaming services on the rise. The new TV advertising equation requires a two-pronged approach. Using programmatic TV and connected TV capabilities in tandem allows brands and agencies reach and measure TV audiences much more granularly, directly from our cross-device platform,” Rahul Bafna, VP of product management and partnerships, told Real-Time Daily via email.

Addressable TV is making a profound impact on how TV advertising works as it enables marketers to reach specific audiences without spending huge sums on traditional TV campaigns, the company claims.

In addition, Drawbridge released what it’s calling a “TV Audiences Playbook” that addresses the evolving TV audience landscape,  offering brands best practices for reaching both traditional cable TV viewers and connected TV viewers.