• by Alex Weprin , April 12, 2019

The video advertising platform SpotX and the TV-focused sales platform Clypd partnering to build a new cross-platform advertising solution, integrating technology from both companies.

Fox Corp. and Discovery Inc. have signed on to use the new solution for cross-platform ad sales. The companies are also turning to MRI-Simmons to be a data partner for the product.

The new solution will unify audience segments across channels, with forecasting, execution, and reporting across both linear and OTT.

Ultimately, the goal is to provide an opportunity for video companies to maximize the efficiency of their advertising, across both linear TV and OTT. Advertisers, meanwhile, can get a simpler process for planning and reporting, while buying both linear and OTT inventory.

“Given the blend of platforms that people are consuming video on, it no longer makes sense for ad sales teams to work in silos specific to OTT or linear,” Eric Openshaw, senior product manager at SpotX, said in a blog post. “There is a clear demand from the market to provide tools to streamline operations across all platforms. In addition, from a buyer’s standpoint, all that matters is audience reach.”