Viant Partners With Beachfront to Scale Real-Time Programmatic Buying of Linear and CTV
November 03 2021 - 8:30AM
Business Wire
Becomes the First DSP to Support
Beachfront’s Linear TV Inventory
Viant Technology Inc. (NASDAQ: DSP), a leading people-based
advertising software company, and Beachfront, the convergent TV
advertising platform, today announced the integration of
Beachfront’s premium linear and connected TV (CTV) inventory into
Viant’s Adelphic® advertising software. With the integration,
Adelphic becomes the first demand-side platform (DSP) to support
Beachfront’s unique linear TV inventory, which is enabled for
real-time bidding.
The integration brings traditional and CTV ad buying one step
closer to broad adoption within the programmatic marketplace, all
of which are rapidly evolving. An eMarketer report released last
month revealed that the number of free premium video streaming
viewers in the U.S. will increase by 18.4% to 89.2 million this
year, reinforcing the value and timeliness of this partnership.
“Our partnership with Beachfront builds on Viant’s longstanding
commitment to offering next-generation solutions that unlock more
efficient, uniform campaign executions,” said Jon Ahuna, Senior
Vice President of Technical Operations, Viant. “By bringing
real-time, programmatic buying technology to traditional TV
environments, we’re democratizing access to premium TV inventory,
which both makes it easier for brands and agencies to invest ad
dollars in TV and accelerates the time it takes them to activate TV
ads.”
The partnership scales the pool of Adelphic’s cross-platform TV
supply and enables Viant’s brands and agencies to plan and automate
linear and CTV advertising campaigns through the Adelphic software.
Beachfront’s premium TV inventory spans CTV, set-top box
video-on-demand (VOD), linear, and national addressable
environments and includes premium episodic content from leading
media owners, programmers, and distributors.
“Shifting viewership habits coupled with the convergence of
traditional and streaming TV have driven a rapid acceleration in
demand for unified ad buying across all television platforms,” said
Daniel Church, Head of Advanced TV Product, Beachfront. “We are
excited to continue bridging linear and connected TV environments
for media buyers through this partnership, and to help our
programmer and distributor partners drive stronger monetization by
accessing Adelphic’s programmatic trading clients in
real-time.”
About Beachfront Beachfront is the convergent TV
advertising platform that enables unified decisioning and
monetization across Connected TV (CTV), set-top box video-on-demand
(VOD), linear, and national addressable television. Leading media
owners, programmers, and distributors such as AMC, VIZIO, Newsy,
Stadium, Frontier, Philo, and Xumo leverage Beachfront’s TV-first
tech stack to maximize revenue and improve operational efficiency,
while delivering best-in-class ad experiences to their audiences.
Founded in 2007, Beachfront is an independent, private
equity-backed company based in New York City. In 2017, former U.S.
Secretary of Commerce Penny Pritzker, through her investment firm
PSP Partners, acquired a majority stake in Beachfront along with
Growth Catalyst Partners. Learn more at beachfront.com.
About Viant Viant® is a leading people-based advertising
software company that enables marketers and their agencies to
centralize the planning, buying and measurement of their
advertising investments across most channels. Viant’s self-service
Demand Side Platform (DSP), Adelphic®, is an enterprise software
platform enabling marketers to execute programmatic advertising
campaigns across Connected TV, Linear TV, mobile, desktop, audio,
and digital out-of-home channels. Viant’s Identity Resolution
capabilities have linked 115 million U.S. households to more than 1
billion connected devices and are combined with access to more than
280,000 audience attributes from more than 70 people-based data
partners. Viant is an Ad Age 2021 Best Places to Work award winner
and the Adelphic DSP is featured on AdExchanger’s 2021 Programmatic
Power Players list. To learn more, visit viantinc.com and
adelphic.com or follow us on Facebook, Twitter, Instagram, LinkedIn
and YouTube.
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version on businesswire.com: https://www.businesswire.com/news/home/20211103005346/en/
Media: Karen Castillo-Paff kpaff@viantinc.com
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