• by Laurie Sullivan  @lauriesullivan, March 3, 2022

Datonics, which pioneered the integration of audience data into programmatic platforms, and Atedra, which provides digital advertising solutions, have partnered to release a new connected television (CTV) data offering aimed at advertisers looking to reach audiences through streaming media.

The CTV data in the Atedra platform is intended to give advertisers greater scale, the means to improve accuracy in targeting and reporting, and many new segments to power CTV ad campaigns.

The data can be accessed through the Atedra platform, either self-serve or with a managed service.

Michael Benedek, CEO, Datonics, said "the reach is more granular via comprehensive data sets such as auto intenders, parents or average estimated household, which are otherwise hard to reach endemically.”

He said that all the data and integration will improve the ad experience for viewers on the big screen in their living room.

In January 2022, streaming averaged 180 billion minutes per week --  the highest average weekly figure of any month since Nielsen introduced streaming measurement.

The partnership relies on datasets linked to IP addresses for 110 million households in North America. Technology tests daily against deterministic datasets to dynamically identify the most recent IP address. Each household is set with a unique identifier allowing advertisers to confidently target a stable audience.

This news follows Atedra’s addition of CTV and over-the-top (OTT) streaming inventory to its platform, which enables omnichannel marketing strategies for brands.

Datonics data is built on more than 300 million monthly users, aggregated from a network of online websites and best-in-class specialty data partners, and includes 1,300 segments of search, intent, life-stage, behavioral, B2B, demographic, point-of-interest and past-purchase segments.