If the launch of streaming services by TV distributors has created two different kinds of ad inventory and business model, Aaron Martin wants to solve that.
Xandr, where Martin is director of product management, forecasting and inventory management, just launched a tool he says will bridge the gap.
In this video interview with Beet.TV, Martin explains the idea is applying digital logic to linear media, uniting the two channels.
The tool, converged inventory analysis, is a sub-product inside Yield Analytics that unifies audiences and ad systems across linear addressable and OTT.
Xandr says the aim is to sooth a fragmentation that has occurred as a result, with a “consolidated advertising and analytics system to manage distributors’ digital and linear addressable businesses, enabling the identification of a single audience across channels”.
Martin says: “We’re really trying to break down the silos, so that the planning isn’t done within addressable linear and then replicated …