Viamedia has tapped Simulmedia's John Piccone to be president of a new division aimed at "closing the gap" between linear TV and digital advertising.
The unit, dubbed QTT -- for cue tone technology -- utilizes biddable programmatic media-buying platforms to "request and receive" linear cable TV ads from digital ad exchanges utilizing existing cable TV infrastructure.
"With this patent-pending technology, Viamedia can significantly increase cable ad dollars and advertisers’ marketing options by tapping into the surging programmatic digital advertising marketplace," the company boasts in a statement announcing the new platform.
It claims that QTT has already been integrated with exchanges enabling more 13 MVPDs reaching more than 650,000 households in 25 markets.
Piccone is a seasoned ad tech executive with more than 20 years’ experience in sales and business development. He most recently was president and Chief Revenue Officer of Simulmedia, and before that held senior positions at Innovid, HealthiNation, BlackArrow and 24/7 Real Media.