New Partnership Allows Cross-Platform Linear, OTT Planning, Activation and Attribution For Local TV Broadcasters and Advertisers
For the past couple years, we’ve been laser-focused on helping broadcasters deliver meaningful linear to OTT reach extension in local markets.
MadHive powers linear to OTT reach extension, targeting, and fraud detection in 95%+ of the DMAs across the United States. We serve hundreds of millions of impressions a month for local broadcasters, giving them the ability to offer addressable advertising. Brands are empowered to execute within previously difficult-to-reach local markets.
Today we’re thrilled to announce our partnership with Inscape, the largest single source of opt-in smart TV viewing data. The partnership integrates Inscape’s glass-level data from over 13 million Smart TVs, allowing us to more deeply connect OTT extension to linear sales. This creates an even more robust market for local advertising, with new opportunities for both local broadcasters as well as brand marketers.
Inscape’s Automated Content Recognition (ACR) data allows TV manufacturers to understand what people are watching, and better curate the entire experience. Leveraging ACR data, we can now combine the linear TV viewership with data from MadHive’s OTT platform to estimate cross-screen viewership of different geographic areas across different audience segments. For local broadcasters, that means they will not only be able to easily sell addressable inventory at a local level, but offer truly comprehensive packages of linear and OTT to improve the value they provide to their advertisers and optimize their own yield across inventory.
Now brands will be able to reach the highly desirable local market at scale. By incorporating Inscape’s data, we can now create truly comprehensive media planning that takes into account the full consumer spectrum of linear and OTT viewership to maximize impact for the marketer’s campaign. Using the MadHive device-graph, we can now target consumers across linear and OTT by mapping the audience to Inscape’s SmartTV universe and MadHive’s OTT footprint and indexing viewership across all content.
Brands can not only be confident they are getting what they paid for, but can now also holistically plan, target, measure and optimize across screens to deliver significant incremental reach in TV markets, with the precision of digital. The MadHive platform automates the forecasting of reach and frequency against a target audience as well as campaign KPIs to connect media performance to business outcomes.
We’re excited to be partnering with Inscape to expand and improve our offerings for both broadcasters and brands. They are not only the leading provider for glass-level data, but like us, are committed to delivering the future of TV advertising through transparency and innovative partnerships.