Viamedia.ai is expanding its programmatic television business as more operators and broadcasters adopt data-driven approaches to buying and monetizing premium local TV inventory. The latest expansion comes through Summit Broadband, which is enabling programmatic access to its local television advertising inventory through Viamedia using TiVo technology. Summit’s deployment combines TiVo’s advanced ad insertion capabilities with Viamedia’s Parrot Ad Decisioning System, allowing traditional linear commercials to be dynamically replaced with targeted programmatic advertising in real time. The companies said the approach can help operators increase advertising revenue while giving advertisers greater access to premium local audiences.
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“Programmatic advertising creates new opportunities for us to maximize the value of our local television inventory while making it easier for advertisers to access premium audiences across our footprint,” said Mark Rankin, Chief Financial Officer, Summit Broadband. “We’re pleased to partner with Viamedia to bring more flexibility, efficiency, and demand to the local advertising marketplace.” Evan Rutchik, President and Chief Strategy Officer of Viamedia.ai, said programmatic television has moved beyond experimentation as operators and broadcasters look to modernize monetization and connect their inventory with more advertiser demand. Summit Broadband’s inventory is now available through ViaSSP, Viamedia’s supply-side platform, as the company continues expanding its programmatic TV footprint.