The programmatic video advertising platform Tremor Video DSP says it is expanding its connected TV solutions business. The company say it is adding new capabilities to its CTV offerings that incorporate exclusive data partnerships with companies such as Dstillery and Alphonso.
The platform is intended to bring the granularity of desktop and mobile offerings to CTV, which remains fragmented and less accessible than those more mature markets. Tremor Video DSPs solution includes targeting, creative, measurement and attribution in its suite.
The company says its offering now reaches 34 million households through Alphonso.
Tremor Video DSP’s expansion in CTV comes as its parent company, Taptica, prepares to complete its acquisition of the CTV-focused digital advertising-tech firm RhythmOne.
That deal, which was announced in February and valued RhythmOne at $176 million, is expected to close in early April. Tremor Video DSP CEO Ofer Druker will become CEO of the combined company, which will be one of the largest players in the video ad market.
CTV has become one of the hottest markets in video advertising, as consumers have quickly embraced the ecosystem.
Smart TV sets and connected TV devices such as Roku and Amazon Fire TV continue to flood the market, and consumer adoption is following, even if much of the viewership remains on traditional linear TV.