Cross MediaWorks Launches one2one Media

New Entity Will Help Create Industry Standards and Seamless Turnkey Execution For The Addressable Video Marketplace

NEW YORK, NY — Cross MediaWorks, a family of global media and advertising companies focused on advancing the TV marketplace, announced today it has launched one2one Media. This new company will provide a neutral and scalable addressable video business for agencies and advertisers, in partnership with Multichannel Video Programming Distributors (MVPDs). Addressable video pioneers, Michael Bologna, president, and Jamie Power, COO, will lead the new organization. The announcement was made by Nick Troiano, CEO, Cross MediaWorks.

one2one Media will provide a turnkey addressable video solution for brands and agencies. The company’s suite of managed services will include addressable video planning, implementation and campaign measurement at scale. Leveraging an integrated set of systems and technology, the one2one Media solution will drive efficiency and yield by automating workflows and providing a unified reporting approach.

“Cross MediaWorks is excited to launch this ground-breaking company focused solely on advancing the addressable video marketplace,” Troiano stated. “The addition of one2one Media, led by Michael and Jamie, to the Cross MediaWorks’ family strengthens our company’s promise to advance the TV and video advertising marketplace.”

The addressable video solution will extend across 70 million households in the US with inventory provided by MVPDs including Altice, AT&T, Comcast, Cox, DISH Network and Spectrum Reach. To drive further scale, one2one Media will also offer a targeted, data-driven approach to the growing over-the-top marketplace with a focus on cross-channel attribution capabilities on mobile, online and traditional TV platforms with each MVPD.

one2one Media will have the support of GroupM and MODI Media in launching the business to establish the necessary neutral, third party solution that will fuel the rapid adoption of addressable video and drive scale, in order to create marketplace efficiencies and enhance client value. In addition to MODI Media, inaugural roster clients will include Wilson and TCA (The Cross Agency).

“This is an excellent opportunity for marketers and agencies who seek a scalable, turnkey addressable video solution without the logistical burden of dealing with our current fragmented ecosystem,” Bologna stated. “one2one Media will work hand-in-hand with agencies, data partners and all addressable video media owners to create a best-in-class managed service for advertisers with unparalleled efficiency and transparent attribution.”

In 2014, Bologna and Power, launched Modi Media, GroupM’s advanced television business. Modi Media was the first dedicated agency to offer brands household-level targeting on television through the application of data and dynamic ad insertion. Combined, Bologna and Power have more than 30 years of TV advertising experience. Modi Media has served more than five billion addressable video impressions across hundreds of custom segments to relevant households. Modi Media will utilize one2one Media for addressable video execution.

“Lee Equity is proud of the growing presence Cross MediaWorks has in the TV and video marketplace,” stated Barry Baker, chairman, Cross MediaWorks and senior advisor, Lee Equity. “one2one Media is yet another powerful media asset in this incredible portfolio.”

Cross MediaWorks is a member of the portfolio of companies managed by Lee Equity Partners.