Ampersand, the data-driven TV advertising sales and technology company, announced the launch of The AND Platform, a TV ad planning, buying and measurement platform for audience-based TV advertising with reach across 85 million households, 120 cable networks and more than 55 percent of all addressable households.The AND Platform is the first advanced TV platform to centralize the campaign planning and buying process within a simple interface for both local and national TV buying, supporting advertisers’ media plans with:
- Define + Find – Advertisers can define audiences beyond traditional age and gender demos, to build custom audience segments using Ampersand’s anonymized and aggregated viewing insights from nearly 40 million households. Later this year, advertisers will be able to integrate their own first party data sets into the platform.
- Plan + Execute – Based on an advertiser’s selected audience segment, The AND Platform generates an optimized plan for where best to reach these audiences across Ampersand’s footprint of 85 million homes, 65 million spots annually, 3 billion viewing hours per month, and nearly 50% of all TV viewing impressions.
- Measure + Report – The AND Platform’s measurement tools allow advertisers to measure both the efficiency and effectiveness of their campaigns. Marketers can monitor campaign reach and frequency in-flight as well as performance against intended business outcomes. Measurement capabilities are powered by Ampersand partners TVSquared, Data+Math, Acxiom, and more.
“With the launch of The AND platform, we’re bringing a new level of capability and scale to advanced TV advertising, providing agencies and marketers with a flexible and open solution for reaching audiences across the entirety of the TV viewing experience,” said Nicolle Pangis, CEO of Ampersand. “This is the most substantive advancement to date in our ongoing mission to unify the advanced TV ad ecosystem across all screens, inventory and audiences.”
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