Platform accelerates audience-based selling and buying for TV advertising
NEW YORK — Xandr today announced the launch of Monetize TV, an audience-based selling platform built for the future of advanced TV. Monetize TV’s self-serve technology provides TV sellers with comprehensive monetization tools, demand enablement and, in the future, converged video solutions. The platform also enables buyers to execute audience-based buys with some of the largest premium networks, more easily reaching target audiences at scale.
“Through Monetize TV’s integration with Invest TV, we’re able to seamlessly scale audience-based buys across some of the largest media owners, like Discovery, with standardized transactions and optimized proposals that best deliver the custom audience segments our clients want to reach.”
The launch of Monetize TV is a direct result of Xandr’s successful acquisition of clypd, which uniquely offered data-driven linear proposal optimization through extensive integrations with top programmers. Monetize TV builds on the clypd platform by enabling access to automated, cross-seller demand from Invest TV, Xandr’s streamlined advanced TV buying platform.
“As TV viewership moves to digital channels, buyers want the granular targeting and measurement benefits of digital on TV. As such, sellers need to be able to offer optimized proposals for advanced audience targets for their linear inventory,” said Mark Mitchell, VP, Business Development, TV Platform, Xandr. “Monetize TV’s effort to standardize audience-based transactions is essential to scaling the TV marketplace.”
Programmers currently using Monetize TV include A+E Networks®, AMC Networks, Crown Media Family Networks, Discovery, Disney Ad Sales and WarnerMedia.
Automated workflows and proposal optimization
With an easy-to-use, automated UI, Monetize TV enables quick and efficient proposal generation. Through the platform, media owners can build advanced audiences using Nielsen, Xandr and matched first-party data sets. As a result, sellers can forecast viewership to generate optimized, granular proposals across networks, dayparts and selling titles to maximize reach or impressions against an advertiser’s target audience.
“Discovery remains committed to providing our advertising partners with transactional flexibility across our premium content portfolio and massive audience reach,” said Steve Silvestri, SVP, Audience Solutions, Discovery. “The launch of Xandr’s Monetize TV comes at a critical time, bringing advanced insights to the marketplace that expand the value of our inventory as we continue to move forward in audience-based TV advertising.”
A unified, end-to-end platform
Monetize TV’s direct integration with Invest TV provides sellers with an additional path to demand from premium advanced TV buyers. Buyers can transact with sellers directly offline or in an automated way through either the Invest TV UI or APIs integrated with their agency planning systems. Programmers using Monetize TV can transact with Invest TV buyers through single-seller or multi-seller deals. The shared technology infrastructure enables consistent audience definitions and universe estimates between the two systems as well as prepopulated buyer RFP requirements.
“Xandr’s unified platform has been critical as we adopt buying strategies that go beyond the basic demographic data of linear TV,” said Larry Hunt, Executive Director, Video Investment, Hearts and Science. “Through Monetize TV’s integration with Invest TV, we’re able to seamlessly scale audience-based buys across some of the largest media owners, like Discovery, with standardized transactions and optimized proposals that best deliver the custom audience segments our clients want to reach.”
Planning for convergence
As consumer viewership rapidly shifts from linear to streaming, and across screens, both buyers and sellers need unified buying and selling strategies across inventory types. Monetize TV enables data-driven, audience-based sales at scale for linear TV through expertise in linear optimization technology and automated demand enablement. Looking to the future, Xandr is focused on solving the complexities of convergence alongside its partners and delivering solutions that meet their business needs in an evolving media landscape.
A business unit within AT&T, Xandr powers a global marketplace for premium advertising. Our data-enabled technology platform, encompassing Xandr Invest and Xandr Monetize, optimizes return on investment for both buyers and sellers. For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.