• by Tobi Elkin  @tobielkin, July 12, 2017

Aiming to extend the reach of TV media buying and facilitate cross-channel campaigns, YuMe and Mediaocean on Wednesday announced a partnership they said will offer marketers the ability to access digital video inventory through Mediaocean’s existing TV buying workflow.

By combining traditional TV buying with digital, TV buyers can view YuMe’s inventory and local TV station inventory side-by-side, the companies claimed.

With a holistic view of video campaigns, TV buyers will be able to allocate spots across traditional broadcast and cable channels, connected TV, mobile and desktop to create optimal media mixes, according to the companies.

"The future of TV is connected. It’s a reflection of the way viewers consume media—fluid and dynamically across their living room screen and on their many connected devices. Yet the way that media buyers transact TV and digital buys often still happens in silos,” said Michael Hudes, chief revenue officer, YuMe, via email.

The partnership also enables TV buyers to use competitive cost per points (CPPs) while running on quality digital channels, and access desired audiences during tight TV inventory environments.