Altice partners with Ampersand to sell addressable ad inventoryTuesday, January 18th, 2022
Altice Taps Ampersand as Exclusive Seller of National Addressable Inventory
- Pact also integrates Altice STB insights, culled from local and national television, to power Ampersand’s AND Platform for multiscreen TV.
NEW YORK — Ampersand, the audience-first TV advertising sales and technology company, announced today a multi-faceted partnership with leading Linear TV distributor, Altice USA. Ampersand becomes the exclusive seller of Altice’s national Addressable inventory and will also integrate aggregated set-top box data insights from two million Altice households with a commitment to protecting personal information into its AND Platform for both local and national Addressable TV planning, buying and measurement. AND, a multiscreen TV planning, buying and measurement platform launched at the beginning of 2020, accounts for the single largest source of TV inventory in the industry, encompassing linear and streaming TV. The AND Platform provides marketers with reach across 80 million households, of which 52 million are Addressable(more than 70% of all U.S. addressable households).
The AND Platform is the first advanced buy-side TV platform to centralize campaign planning and measurement within a single interface, supporting both local and national TV investment strategies. Fueled by aggregated data from set-top box viewership from nearly 42 million households, the platform drives improved audience-based, multi-screen campaign performance across the largest source of TV viewing within Ampersand’s footprint.
“We launched the AND Platform in 2020 to transform how both local and national advertisers reach audiences through better targeting, simplified buying, and more sophisticated and accurate measurement, enabling brands to optimize their multiscreen TV campaigns in a more unified and effective manner,” said Nicolle Pangis, Ampersand CEO. “The expansion of our partnership with Altice is a meaningful step in our ongoing journey to evolve the multiscreen TV industry and become a true Total TV Company. It is now truly all about being audience-first with scale of inventory, insights and superior measurement.”
“Efficiency and effectiveness have been on advertisers’ wish lists since the advent of the digital age, and our partnership with Ampersand allows us to continue expanding our products to support those needs” said Kevin O’Reilly, SVP Product, Data and Optimization at Altice. “Enabling targeting plus campaign management for linear and streaming media while maintaining data security check all of the boxes that clients want and need to support growth for their business.”