The advertising technology firm Dataxu has launched a unified planning and buying solution for marketers called TotalTV For Advertisers.
It’s called TotalTV because it brings together linear TV, connected TV and addressable TV into one platform.
The company claims that TotalTV can “reach de-duplicated strategic audiences among more than 120 million households.”
Specifically, the solution allows for advertisers to target audiences through OTT, including cord-cutters and cord-nevers, while also finding incremental reach for specific audience targets.
The deal includes the ability to buy programmatic linear TV through a partnership with Sorenson Media.
While marketers are still spending significant sums on traditional TV ad buys, it has become conventional wisdom that those buys aren’t reaching everyone they want to reach.
OTT and digital video are widely used among younger consumers. The hope is that solutions like TotalTV can reach those consumers that aren’t using traditional TV products, or at least incrementally reach consumers that split their video consumption across a wide array of devices and platforms.
“As the fall TV season kicks off, viewership habits, 30-second spot prices and reaching cord cutters are all top of mind in the advertising world,” Sandro Catanzaro, chief innovation officer-cofounder, Dataxu, tells Digital News Daily.
“For the first time, programmatic buys are simultaneously planned and executed on more than 120 million households watching live linear TV and viewers streaming through connected devices," he added.