• by Alex Weprin , January 30, 2019

The streaming video network Cheddar has tapped the video advertising platform Telaria to serve as its SSP partner. With the new deal, Cheddar will leverage Telaria’s video management platform to bolster its programmatic advertising business.

The deal comes in the midst of a rapid expansion by Cheddar.

On the distribution side, the company now says it is available on every virtual multichannel video provider (vMVPD), as well as platforms like Comcast’s X1, smart TV sets, Twitch and Twitter.

The company is also expanding its content offerings, rebranding its two channels as Cheddar Business and Cheddar News, hiring a newsroom of journalists, and launching a new evening block of entertainment programming in February.

That evening block includes off-network rights to episodes of the comedy business show “Nathan For You,” as well as a game show and startup investment show. More shows will follow.

With that expansion underway, Peyton Marcus, senior vice president, operations, Cheddar, stated they partnered with Telaria “aswe embark on monetizing our OTT scale.”

The deal will allow advertisers to programmatically buy Cheddar’s live dayside news and business programming, as well as its evening programming.

Cheddar originally launched with a limited advertising model, where a handful of major brands paid for sponsored segments and branding. As the company expanded its distribution to essentially every streaming video platform, and even to gas stations and linear TV, it has also expanded its advertising optionality.