tvbeat, a specialist in Total TV campaign forecasting, planning and optimisation, and Spectrum Reach have announced a partnership to bring tvbeat’s programmatic capabilities to linear TV advertising in the US market. This collaboration will bring a fully automated, data-driven buying experience to linear TV, allowing digital advertisers to access traditional TV advertising inventory with the precision and ease of Connected TV (CTV).

Through this new offering, Spectrum says it becomes the first US Multichannel Video Programming Distributor (MVPD) to execute video ad campaigns in a CTV-like manner using traditional TV ad inventory. Unlike typical linear ad buys that require manual negotiation and facilitation by a campaign manager, this inventory can be bought programmatically, meaning it can be purchased automatically through digital platforms.

“This collaboration is a great example of how tvbeat and Spectrum Reach are innovating to meet shifting advertiser expectations and consumer viewing behaviours,” said Dan Callahan, Senior Vice President and Chief Revenue Officer, Spectrum Reach. “With tvbeat’s technology, we’re enabling our customers to purchase traditional TV ads as easily and precisely as they would with CTV – a capability previously unavailable for linear buys. This innovation aims to advance the industry by simplifying and enhancing the ad-buying experience.”

The system also makes advertising more cost effective, as advertisers only pay when their ads are watched by their target audience. Once campaigns have run, advertisers have access to detailed impression-level reports to gauge ad performance. The system even supports Video Ad Serving Template (VAST) tag execution, a method for organizing and delivering video ads, which is crucial for CTV and digital video ad campaigns.

“By aligning with Spectrum Reach’s innovative approach, we can help digital advertisers streamline their processes, boost their returns and reach wider TV audiences with the precision of CTV planning,” added Robert Farazin, CEO of tvbeat. “But more importantly, through this partnership, we’re delivering solutions that make it easier for advertisers in today’s competitive landscape.”

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Tags: Charter, Shoppable TV, spectrum, TVbeat