• by Wayne Friedman , May 25, 2017

Ad-tech company VideoAmp and media agency system Mediaocean have announced a new deal for integration of linear TV media planning for the upfront and scatter markets.

The companies say all this will allow “programmatic” optimization and targeting across brands using Mediaocean’s and VideoAmp’s software.

VideoAmp unifies TV and digital in a single video platform -- connecting TV data from 33 million U.S. set-top boxes.

The deal will allow media agencies and brands to select first- and third-party digital audiences with traditional TV audiences. They will be able to forecast against GRPs, eCPMs, or other metrics.

Mediaocean clients using VideoAmp can “pull/push” linear TV plans from Spectra – Mediaocean’s media management platform used by all major holding company agencies.

This deal will mean “massive increases in return on ad spend  (ROAS) for brands,” the two companies claim -- leveraging data in their upfront commitments as well as “extending TV buys to digital using a common denominator data source for targeting and measurement.”

The partnership will optimize their brands across linear TV, VOD and digital video buys together.