• by Wayne Friedman , 10 hours ago

Looking at building advertising impressions scale across independent linear TV network groups, new ad-technology company Audyns will aggregate ad inventory for data-driven audience-targeted deal-making.

Network groups that have signed up to work with Audyns include TelevisaUnivision, Great American Media, Reelz and FETV.

The company expects to represent more than 30% of national linear TV impressions.

“We make it simple and easy for agencies to access supply on an audience basis,” says Dan Aversano, co-founder of Audyns. “We help publishers by helping them reduce the costs and resources needed to play in the audience space.”

The company has struck ad-technology partnerships with datafuelX (for cross-platform analytics) and OpenAP (for audience onboarding and distribution) in an effort to deliver advanced audiences segments.

This will come through the use of “lite tech and process management so we can deliver agencies one plan, one post and one invoice. All this is optimized on audience, says Aversano, who has held positions at Univision, Turner, WarnerMedia, and Nielsen, where he focused on advanced analytics, data and technology.

Other co-founders include Todd Gordon, who had senior executive positions at IPG and Adobe, and Michael Strober, former chief revenue officer at Nexstar Media Group. Strober has been a founding board member of OpenAP and datafuel X.

This story has been updated.