Monetize TV, an audience-based selling platform developed for the future of advanced TV was launched by Xandr recently.
TV sellers may use Monetize TV’s self-serve platform to get complete monetization capabilities, demand enablement, and, in the future, integrated video solutions. Buyers may also use the platform to make audience-based deals with some of the top premium networks, making it easier to reach particular audiences at scale.
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Monetize TV is the outcome of Xandr’s successful acquisition of clypd, a company that provided data-driven linear proposal optimization through deep integrations with top programmers. Monetize TV enhances the clypd platform by allowing Invest TV, Xandr’s simplified advanced TV buying platform, to access automated, cross-seller demand.
Mark Mitchell, Vice-President, Business Development, TV Platform, Xandr, said –
As TV viewership moves to digital channels, buyers want the granular targeting and measurement benefits of digital on TV. As such, sellers need to be able to offer optimized proposals for advanced audience targets for their linear inventory
He further added –
Monetize TV’s effort to standardize audience-based transactions is essential to scaling the TV marketplace
Monetize TV allows rapid and efficient proposal generation with an easy-to-use, automated UI. Media owners may use Nielsen, Xandr, and matching first-party data sources to create sophisticated audiences on the platform.
As a result, sellers may predict viewership in order to create optimal, detailed proposals across networks, dayparts, and selling titles in order to maximize reach or impressions against an advertiser’s target population.
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Because of Monetize TV’s direct connection with Invest TV, sellers now have another way to reach premium advanced TV customers. Buyers can deal with sellers in person or through the Invest TV user interface or APIs connected with their agency planning systems.
Programmers that use Monetize TV may sell single-seller or multi-seller agreements to Invest TV customers. Between the two platforms, the same technological backbone allows for uniform audience definitions and universe estimations, as well as prepopulated buyer RFP criteria.
Buyers and sellers need unified purchasing and selling methods across inventory types as consumer viewing moves from linear to streaming and across screens. Through expertise in linear optimization technologies and automated demand enablement, Monetize TV allows data-driven, audience-based linear TV sales at scale.
In the future, Xandr plans to work with its partners to solve the challenges of convergence and offer solutions that fit their business demands in an ever-changing media ecosystem.
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