Mediaocean, the big media-buying and data software system for U.S. media agencies, says it is first-to market with a “reach” enhancement extending linear TV to connected TV and social media.
Mediaocean says its TV Reach Extension will be incorporated in its Scope media-buying systems.
The company says the new reach addition will identify “deduplicated” audiences, giving marketers a new tool to manage reach and frequency, eliminate waste, and adjust incremental audiences across channels.
Mediaocean says it will be the only buying platform that connects linear TV audience intelligence with connected television (CTV) and “closed” ecosystems like Facebook.
“Our Scope product was purpose-built to operate within and across the walls of closed ecosystems, including converged television,” stated Anupam Gupta, chief product officer at Mediaocean.
He added: “Most DSPs [demand side platforms] don’t touch linear TV or social media at all, given this inventory is typically only available via direct sales or API integrations, not through exchanges and SSPs [supply side platforms].
Gupta adds that while CTV is a high-profile growing TV platform,
it is but “one channel in a broader converged television mix.”
Recently, Mediaocean announced it was automating local TV media-planning and media-buying tools, improving workflow to better compete with digital and other media platforms.