Tvbeat Adopts Blockgraph to Power Programmatic Execution for Audience-Based Linear TV Advertising
May 15 2024 - 9:30AM
Blockgraph, a leading privacy-centric identity and data
collaboration platform designed to fuel the future of connected TV
advertising, today announced it will partner with tvbeat, a leading
provider of campaign planning technology and optimization
applications for media companies, to improve monetization of linear
TV inventory. The new collaboration brings together Blockgraph’s
scaled household identity framework and tvbeat’s capabilities to
activate first- and third party data for planning, forecasting, and
optimizing video-based advertising campaigns. The combined
technologies allow advertisers to buy Blockgraph-enabled linear
advertising inventory programmatically, providing more monetization
opportunities for audience-based advertising campaigns.
While streaming services continue to gain traction,
linear TV still represents a considerable portion of time spent
watching video content. Nielsen reported that linear represented a
50.8% share of total video content viewing as of March 2024. MVPDs
and programmers can now further leverage their linear TV inventory
and make it available programmatically — supported by precise and
cohesive audience targeting, measurement, and attribution.
The agreement between Blockgraph, recently
recognized as a Top Programmatic Power Player by AdExchanger, and
tvbeat allows MVPDs and programmers to benefit from tvbeat’s
advanced advertising capabilities while also applying robust data
security and privacy protections. Taking advantage of record-level
reporting and matching, users can now confidently plan, execute,
and measure their audience-based programmatic linear TV campaigns,
improving results and driving more value from their
inventory. “Our partnership with tvbeat is a testament to our
commitment to innovative, data-driven TV advertising and
privacy-centric data collaboration,” commented Jason Manningham,
CEO of Blockgraph. “Leveraging our two technologies, MVPDs and
programmers can adhere to their privacy commitments while also
maintaining greater control over their data, fueling more
innovation in linear TV, the longstanding stalwart of premium
video.”
“Blockgraph has established an important network
effect across leading MVPDs and programmers, as well as their
advertising ecosystem partners,” said Robert Farazin, co-founder
and CEO of tvbeat. “We are confident that this new partnership will
benefit the market by delivering time- and cost-efficient audience
matching and, in turn, power better campaign measurement and
attribution for linear TV.”
About BlockgraphBlockgraph is a
leading privacy-centric identity and data collaboration platform
designed to fuel the future of connected TV advertising. The
world’s leading media, technology, and information services
companies collaborate with trusted partners using Blockgraph’s
privacy-focused platform to create and implement identity-based
targeting and measurement solutions for multiscreen TV advertising.
Blockgraph is owned by Charter Communications Inc., Comcast
NBCUniversal, and Paramount. For more information, please
visit Blockgraph at www.blockgraph.co.
About tvbeatEstablished in 2012,
tvbeat helps the TV advertising industry overcome the challenge of
declining linear viewership as consumers embrace more streaming
video, by enabling a unified, data-driven optimization of TV, CTV
and streaming video campaigns. By offering an intelligent approach
that activates existing data sources and systems; tvbeat unifies,
amplifies and automates key sales-side and buy-side capabilities to
streamline time to market, generate operational efficiencies, and
deliver incremental business results. Active across three
continents, tvbeat is proud to partner with leading global TV
players such as Sky Media Group and Canal+. For more information,
please visit tvbeat.com
Contact:SiliconAlleyMediaAlexandra
Levy650-996-5758alex@siliconalley-media.com