BrightLine, one of the larger players in the advanced TV advertising business, is rolling out DataCast, a unified over-the-top (OTT) data platform .
DataCast will connect mobile, desktop and television screens, allowing advertisers to target specific audiences and measure them across those three platforms.
It will also allow network partners to incorporate their own viewer data and other data sources, targeting common purchase segments such as potential automotive buyers. After identifying those target households, the data is fed to ad servers that send the advertisement to the consumer.
The DataCast product is the latest effort to link OTT TV viewing to mobile and desktop devices, creating a one-stop shop for marketers and programmers.