• by Wayne Friedman , June 25, 2019

Adding to the list of video advertising tech deals, Mediaocean, the dominant software player among linear TV buying executives, will integrate SpotX, the supply-side video advertising-tech platform, into its systems.

SpotX is now available through Mediaocean’s Connect Partner Platform, via Mediaocean’s Spectra OX, Spectra DS local systems and Prisma.

The partnership will give media TV buyers cross-platform access to more than 600 publishers offering video inventory through SpotX across all screens and streams -- desktop, mobile and connected TV devices.

SpotX clients include A+E Networks, AT&T, The CW Network, Discovery, Electronic Arts, E.W. Scripps, and Fox Corp. SpotX says all transactions made on the platform will also be reviewed by its in-house brand safety team for transparency.

Last month, Syncbak, an OTT (over the top) video platform, announced a deal with Mediaocean, giving media buyers access to purchase live and on-demand local broadcast streaming inventory.

In February, TV programmatic company WideOrbit struck a deal with Mediaocean to automate the buying and selling of local broadcast advertising commercials. WideOrbit’s WO Traffic is used by broadcast station groups in more than 90% of U.S. local TV ad revenue; its WO Programmatic helps more than 1,000 stations in 180 media markets.

Previously, another automated TV platform, ITN Holdings, inked a deal last year with Mediaocean for local broadcast television, integrating ITN’s ProVantageX platform with Mediaocean’s Spectra.

Mediaocean says its platform handles $150 billion in global advertising spend, serving more than 100,000 users across agencies, advertisers, broadcasters and publishers worldwide.