• by Karlene Lukovitz  @KLmarketdaily, June 29, 2021

Xandr is launching an advertising and analytics system designed to help MVPDs manage and sell all of their addressable ad inventory, both linear and CTV, in unified fashion. 

The new converged inventory analysis technology builds on Xandr’s Yield Analytics digital advanced forecasting analytics and yield optimization tools to unify audiences and ad systems across linear addressable and OTT so that sellers can maximize total yield and enable buyers to reach targeted audiences at scale. 

It has a unified definition of audiences to allow for deduplicated, accurate reach and frequency across the addressable formats, according to the company. 

The system aims to provide a solution for the programming and business model fragmentation that has resulted as MVPDs have launched their own streaming channels to offset traditional TV viewing declines.