SpotX and clypd are developing a joint solution for media owners to manage the sale of all forms of television assets and video inventory.
The two also announced a strategic partnership with TiVo Research, enabling SpotX to match digital video audiences against TiVo Research's 2.5 million households.
The pairing of SpotX's digital video platform and clypd's linear TV platform will create a holistic ad sales solution.
The news follows the release of comScore's Xmedia and Nielsen's Total Audience metrics that combine TV and digital video audience measurement, signifying a turning point in the evolution of programmatic TV and the first solution to enable dynamic, targeted ad serving rather than simply an automated booking system.
"We knew from the outset the industry was moving toward a way of holistically measuring audiences, no matter how they were watching," said Randy Cooke, VP of programmatic TV at SpotX. "For TV and digital audiences to monetise at equitable rates befitting the true value of each, the industry needed a way of managing inventory optimisation and audience fulfilment across all ad-supported distribution channels."
"Our TV media owner clients, including several premium networks, are enhancing their ad sales efforts with advanced data solutions and automation through our platform," said Joshua Summers, co-founder and CEO of clypd. "By combining forces with SpotX, our partners can actually take advantage of fragmentation. Fragmentation should be seen as an opportunity, not a threat, for both the sell and buy side – an opportunity to leverage defined, targetable audiences."
The TiVo partnership meanwhile gives media owners the ability to fulfil campaign targeting obligations across all content distribution platforms, leveraging bespoke combinations of first and third-party data.