Programmatic marketing software provider dataxu announced its TotalTV™ Marketplace, the largest curated advanced TV inventory marketplace available. Agencies and marketers can now reach any strategic audience at scale and identify key viewers on a one-to-one basis across channels and platforms on dataxu’s self-service DSP TouchPoint™. As part of the TotalTV Marketplace, dataxu sees more than 40 million unique connected TV (CTV) households in North America a month.
dataxu reports a 1,250 percent increase in CTV inventory supply from Q4 2017 to Q4 2018, and a 641 percent increase in advertisers running CTV campaigns, from tentpole events, live action sports, and traditional broadcast and cable inventory.
“The thing that is really compelling about the way you can buy CTV through dataxu is that it works for virtually all types of advertisers targeting any kind of custom audience,” Aaron Kechley, President of Platform & EVP Marketing and Product Management at dataxu, tells Cynopsis. “Whereas traditional linear TV advertising requires large budgets and is limited to age-gender-daypart, you can buy CTV at any scale and just that audience you want—and the scale is growing by the day. It works for large brands wanting to reach beyond what their linear plans give them, as well as brands who are used to buying YouTube or other social UGC content and are new to TV.”
Despite industry concerns around declining viewership, people are still watching as much TV as ever—they’re just not watching it on traditional linear platforms, notes Kechley. “The value of targeting strategic audiences on OTT devices at scale is paying off for marketers looking to augment their linear TV buys and provides a safe haven from the uncertainty of buying against user-generated content on social media.” All campaigns are quality assured and protected from fraud by dataxu’s fraud prevention tech and fraud free guarantee.
dataxu is also rolling out Inventory Packages. A new way for marketers and their agencies buy TV on TouchPoint, these Inventory Packages group similar inventory sources to simplify meeting strategic goals. The first wave of Inventory Packages include long form, full episode TV content; mobile and desktop FEP; liveTV; sports content; and short-form CTV.
“TV advertising remains one of the most powerful ways to reach consumers, no question,” said Sandro Catanzaro, co-founder and Chief Innovation Officer, dataxu. “But the current fragmented landscape poses a new challenge to marketers looking to reach specific audiences wherever they view. With the TotalTV Marketplace, marketers can find these audiences no matter where they’re watching, to the tune of more than 40 million North American households currently seen by dataxu.”