• by Karlene Lukovitz  @KLmarketdaily, September 22, 2020

Global video advertising platform SpotX has unveiled new programmatic solutions for addressable television. 

The solutions support the Project OAR open standard — which opens new addressable opportunities by replacing linear spots at the smart-TV, aka “glass” level — and also power programmatic campaigns within traditional set-top boxes owned by multichannel video programming distributors/MVPDs.  

SpotX, which works with 97% of major U.S. ad-supported OTT video providers and reaches 50 million households, says it now also reaches “a significant portion” of the addressable television marketplace via commitments from major brands and demand-side platforms, including The Trade Desk. 

The addressable universe is expanding as selling addressable opens up to TV programmers, who have up to now been limited to selling about 15 to 17 minutes of ad time per hour of linear television based on limited demographic or DMA targeting.

“The convergence of addressable and programmatic technology represents a significant step in the evolution of linear television,” sums up Matt McLeggon, VP, Advanced TV at SpotX. 

Adding programmatic will streamline ad buying and allow advertisers to value targeted consumers differently in real time, using first- and third party datasets, as well as open more ad revenue opportunities for media owners, according to SpotX. 

AMC Networks is one of several media owners who will use SpotX for addressable television monetization in addition to over-the-top, according to the platform.

“Combining the precision, activation and measurement capabilities of CTV with the ubiquity and scale of linear TV creates an incredibly attractive sweet spot for our customers,” Jon Tabak, GM, strategic partnerships, The Trade Desk, stated in the announcement. “This new wave of addressable solutions levels the playing field across all TV inventory and potentially paves the way for an impression-based future that will benefit the entire TV ecosystem.”