Discovery and Fox Corp, will be the initial media owner partners for the companies. MRI-Simmons will be a partner to deliver a audience data across platforms.
The companies say their key focus will be audience reach across both TV and OTT “holistically” within an advertising campaign.
With emphasis on the OTT part of the business, SpotX has partners including A+E Networks, AT&T, The CW Network and Discovery. For TV business, clypd works on automated/programmatic sales efforts for A+E Networks, Discovery, Disney and Fox Corp.
The companies touted nearly 73% of U.S. audiences that regularly stream video overall watch that video ad-supported OTT platforms.
Many media buyers and marketers continue to look to OTT platforms to help increase the reach of their targeted audiences, which linear TV has lost in recent years.
Problems remain, according to many media executives, when it comes to unifying total measurement.