NEW YORK & SAN FRANCISCO—MadHive, an advanced TV advertising solutions company, is partnering with Inscape, a provider of smart TV viewing data, to integrate Inscape’s glass level TV viewing data from more than 11 million smart TVs into MadHive’s proprietary AI advertising platform. The partnership is designed to offer broadcast networks the ability to sell linear advertising alongside-data enriched OTT inventory, as well as allow customers to plan, target, measure and optimize cross-platform linear and OTT campaigns in real-time.
MadHive says it currently provides linear to OTT reach extension, targeting and fraud detection in 95%+ of the DMAs across the United States, giving local broadcasters the ability to offer addressable advertising and enabling brands to reach local markets.
“OTT allows advertisers to leverage the precision targeting of digital on the TV screen, but at the same time it’s also contributing yet another platform to an already fragmented media landscape,” said Adam Helfgott, CEO at MadHive. “This partnership enables advertisers to holistically analyze cross-screen linear and OTT campaigns, while calibrating audiences to drive real business outcomes.”
MadHive also recently announced an integration with Premion, the OTT advertising arm of TV station group TEGNA.
Tom has covered the broadcast technology market for the past 25 years, including three years handling member communications for the National Association of Broadcasters followed by a year as editor of Video Technology News and DTV Business executive newsletters for Phillips Publishing. In 1999 he launched digitalbroadcasting.com for internet B2B portal Verticalnet. He is also a charter member of the CTA's Academy of Digital TV Pioneers. Since 2001, he has been editor-in-chief of TV Technology (www.tvtechnology.com), the leading source of news and information on broadcast and related media technology and is a frequent contributor and moderator to the brand’s Tech Leadership events.
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