Marketing technology company and digital media exchange EMX, and Viamedia, a cross-platform local video advertising company, announced the successful trial of QTT, Viamedia’s cloud-based patent pending advanced television advertising product which uses digital standards to programmatically request and receive ads from a digital ad exchange, enabling live linear cable television ad insertion in real time utilizing existing cable TV ad insertion infrastructure. During the first market trials of in WOW!’s Columbus, Ohio system, EMX’s ad exchange responded to QTT ad requests to fill 30 second commercials allocated to WOW!’s cable TV network local ad breaks. Advertisers involved in market trials were from ENGINE, EMX’s parent company, as well as CTV Media, a local ad agency based in Columbus. “By partnering with EMX, CTV Media and WOW!, the initial QTT market trial represents an important step in marrying the fast growing $17 billion digital video advertising marketplace with the attractive $6 billion cable TV marketplace,” said Mark Lieberman, CEO, Viamedia.