SpotX and BrightLine automate connected TV video ad purchasing

Wednesday, October 19th, 2016
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SpotX Partners With BrightLine to Accelerate Automation of Interactive Video Ad Sales for Connected TV

DENVER, CO & NEW YORK, NY — Video inventory management platform, SpotX, and BrightLine, the market leader for advanced TV and OTT advertising, have joined forces to accelerate the automated purchasing workflow of advanced TV ads across millions of U.S. households.

The integration between SpotX and BrightLine will empower publishers to automate the sales of personalized, household-addressable advanced ad units within connected TV (CTV) environments. This gives TV ad buyers significantly broader access and reach.

As part of the integration, BrightLine’s technology will be activated across available connected TV inventory on SpotX’s platform, enabling advertisers to buy programmatically on Apple TV, Roku, Amazon Fire, smart TVs, gaming consoles and a range of other connected TV ecosystems.

“Our partnership with SpotX is part of a broader strategy to enable dynamic and immersive TV ads to be bought programmatically, making it easier for marketers to engage with U.S. TV audiences on a broad scale,” said Jacqueline Corbelli, CEO and Co-founder at BrightLine. “Together we give companies access to an advanced set of tools that automate and increase TV ad engagement, leading to more revenue for both the advertiser and the network”.

BrightLine’s InCAST™ platform offers marketers the ability to turn ads into dynamic and immersive brand experiences on connected TVs. The product suite allows viewers to engage with personalized ads on a TV that matches the way they engage with content on desktop or mobile devices. BrightLine has already deployed these advanced TV ad formats on major networks and channels, including Hulu, A+E Networks, CBS, and many others.

Providing capabilities to run BrightLine formats programmatically is expected to help accelerate the growth of agencies creating interactive CTV ads, according to Allen Klosowski, VP of Mobile & Connected Devices, at SpotX.

“Enabling support for BrightLine ad units allows SpotX publishers to create premium engagement opportunities in lean-back environments,” Klosowski said. “It blends many of the benefits of digital, including addressability and interactivity, with the experience of traditional television.”

As demand for programmatic ad inventory increases, private and open marketplace TV ad deals will be additional buying features enabled in SpotX’s platform as part of the SpotX and BrightLine collaboration.

BrightLine’s solutions turn TV ads into an opportunity for viewers to engage with brands. This can include personalized promotions, local movie show times, additional video content, as well as providing store locators and links to purchase promoted items.