Last week, clypd announced the industry’s first Application Programming Interface (API) for programmatic television advertising. The API marks a milestone in the landscape of television advertising towards bringing an automated, data-driven solution to the way television advertising is bought and sold, and BrightRoll is on board. Through this collaboration with clypd, BrightRoll will integrate linear and set-top-box VOD capabilities into the BrightRoll platform allowing clients to buy inventory from television providers like Cox, DISH and others. The API will allow for the automation of the full campaign workflow, from planning and targeting to execution, delivery, and reporting. Further details regarding the announcement can be found in the press release from clypd or in this article from ADWEEK, which features a quote from our VP of Business Development, Brent Horowitz: “The world of TV and digital advertising are colliding and major players in programmatic video are investing in technology to enable cross-screen execution—but there’s still a long way to go before standards, workflow and measurement allow buyers and sellers to transact across screens.”
We believe the power of video transcends screens and it will soon be table stakes for any major platform in the video advertising world to allow buyers and sellers to transact against inventory across screens, including traditional linear TV. BrightRoll is taking a leadership role to align digital and TV advertising in order to make linear TV inventory easy to buy, deliver and measure across all video ad campaigns. To reach this goal, BrightRoll is collaborating with a number of key companies and organizations across the broader ecosystem, including the IAB, SCTE, CIMM and others.