MarTech Series - Marketing Technology Insights
Beachfront, the sell-side ad server built for convergent TV, and Canoe Ventures, an addressable TV technology and services company, today announced that an enhanced list of TV programmers are adopting Beachfront’s unified ad serving technology alongside Canoe’s Service Assurance offering to drive advertising revenue and tune-in across disparate TV environments.
Solving for crucial fragmentation challenges, Beachfront’s sell-side ad serving technology makes monetization of traditional set-top box TV and connected TV ad inventory interoperable for clients. Canoe’s Service Assurance, when integrated with Beachfront, allows TV programmers to gain additional benefits including monitoring and fixing of technical issues that impact revenue. Initial programmers deploying platforms and campaigns with Beachfront include AFRO TV, It’s Real Good TV, Kabillion, ToonAVision, and TV One, with EPIX utilizing for in-house promos.
“Unified ad serving across CTV and set-top box VOD supply is critical functionality that programmers are demanding as the lines between platforms continue to blur,” said Chris Maccaro, CEO at Beachfront. “Enabling interoperability of TV ad inventory for our clients and their ad operations teams is a feat that many platforms have been unable to accomplish. We’re thrilled to bolster our existing partnership with Canoe in a way that unlocks new revenue streams and more cost-efficient monetization options for programmers, and affords brands easier access to premium, cross-screen TV inventory.”
Marketing Technology News: Littledata Releases White Paper on Trends in First-Party Data for Ecommerce
Programmers utilizing Canoe and Beachfront for campaign management and ad serving can uniformly service their direct-sold deals across CTV and set-top box VOD environments. Current programmers have already complimented these direct-sold deals with programmatic monetization from Beachfront’s marketplace and backfill from Canoe to drive greater demand density and inventory yield. With this offering, programmers are also able to curate private marketplace (PMP) deals that comprise CTV and set-top box VOD inventory, making it more efficient and compelling for advertising partners to purchase their inventory.
“As the television landscape continues to fragment across traditional and streaming environments, programmers and media buyers alike are seeking more uniform ways to execute, service, and optimize their advertising campaigns,” said Mark Shepard, SVP and GM, Core DAI at Canoe. “Being able to offer campaign management through our existing Service Assurance offering and Beachfront’s ad server solves a major headache for our partners, streamlining the process of monetizing CTV and traditional TV ad inventory for programmers.”
Marketing Technology News: MarTech Interview with Ivan Ostojic, Chief Business Officer at Infobip
TV Programmers working with Beachfront and Canoe benefit from:
Here’s what TV programmers are saying:
“Being able to scale our ad business across our traditional cable VOD and IPTV platforms are crucial to TV One’s growth,” said John Fant, SVP Network Operations, TV One. “And having great software and service like this optimizes our ad revenue possibilities.”
“Servicing our traditional distribution end points in Canada while growing in the United States is important to ToonAVision,” said Adam Mimnagh, President, ToonAVision. “Having Beachfront and Canoe together supporting that growth has been extremely beneficial.”
“Canoe has been at the forefront of advertising on TV, and now with the addition of Beachfront and the ability to combine CTV and STB VOD, we see the future growth to be exponential,” said Stevan Levy, President of Programming and Operations, Kabillion.
Marketing Technology News: Social Wise: Leveraging AI and APIs to Enhance CX on Social Messaging Channels
Similarly, with this solution, agencies and advertisers gain the ability to buy premium CTV and set-top box TV ad inventory through a single private marketplace. This capability enables media buying teams to seamlessly reach both cord-cutters and cord-keepers across click-to-play, brand-safe supply that is often delivered on the largest screen in the home.
The accelerated adoption rate for the offering speaks to the growing demand for uniform campaign management tools, and represents an expansion of Beachfront and Canoe’s existing partnership. In 2020, Beachfront enabled premium TV inventory from networks utilizing the Canoe MVPD VOD ecosystem to be bought and sold programmatically and in real-time.
GlobeNewswire is one of the world's largest newswire distribution networks, specializing in the delivery of corporate press releases financial disclosures and multimedia content to the media, investment community, individual investors and the general public.
WPP Acquires Branding Agency Passport to Expand Creative and Design Offerings
HG Insights Enhances Salesforce Integration for More Precise Targeting
AnChain.AI Partners with Algorand, Providing Powerful Web3 Risk Controls for Algorand…
Straive appoints Josh Blair as its Chairman
Privacera Expands Google Cloud Capabilities with Latest Release to Dataproc to…
Indonesia Market Poised for Big Growth in Streaming
IMAX Acquires Streaming Technology Company SSIMWAVE Inc.
ActionIQ And Teradata Partner on AIQ HybridCompute To…
Inery Announces Strategic Partnership with NexBloc
Brightspot Welcomes Raleigh McClayton as Chief Executive…
Productboard Expands Senior Leadership Team with…
Seedify, Leading Launchpad and Incubator, Reveals Its…
To Meet Retailer Demand, SourceKnowledge Expands Influencer…
Forter Appoints High-Growth Tech Executive Eran Vanounou as…
MarTech Interview with Scott Leatherman, Chief Marketing…
Copyright © 2022 MarTech Series. All Rights Reserved. Privacy Policy
Welcome, Login to your account.
A password will be e-mailed to you.