How Clypd Accelerates Xandr's Position in Advanced TV

The clypd acquisition allows Xandr to significantly expand its inventory for Community through a new agreement with SpotX which will act as its exclusive thirdparty supplyside platform for 2020amp160 The move will permit advertisers working with Community to tap directly into the SpotX platformThe net result of this acquisition is that clypd adds broadcast and cable TV network inventory tracking to Xandr39s digital and addressable footprint effectively enabling greater convergence of crossplatform mediaSynergies and ConnectionsClypd integrated Nielsenamp160television ratings data into its platform in 2016amp160 There were two key benefits Agencies could execute on custom audience segmentations and clypd could scale and streamline advanced TV audience contracts through the full lifecycle of a TV buyNow with clypd39s integration into Xandr39s platform there will be greater convergence within the full sales cycle between addressable TV datadriven linear TV mobileamp160and overthetop channels on streaming video servicesamp160 This will also streamline messaging to consumers to ensure that they are receiving relevant seamlessamp160and therefore more compelling advertisingamp160 This is in addition to Xandr39s own firstparty viewership insightsThis all feeds nicely into Community39s premium marketplace which is powered by Xandr and includes inventory from a range of top networks WarnerMedia39s CNN TNT TBS truTV BR Live Otter Mediaamp160and Warner Bros as well as AE Networks AMC Networks Bloomberg Cheddar Vudu VICE Hearst Magazines Newsy Philo Tubiamp160and Xumoamp160 Marketers can use clypd39s selfserve platform to define campaign targets discover available inventoryamp160and measure campaign performance which will complement Xandr Monetize on the publisher sideExpansion and AuthorityIn its purchase of clypd Xandr also gets the brain trust that has been focused on datadriven buying and selling for yearsamp160 Chief relationship officer Mark Mitchell for example has been building relationships with TV networksamp160 quotWhen we started clypd a ton of effort went into convincing sales leaders that the industry needed to begin to changequot Mitchell saysamp160 quotWe39re now at the point where everyone sees the benefit of selling advanced audiences and market adoption is underwayquotChief research officer Pete Doe in addition to his work at clypd also chairs the ATSG Advanced Target Standards Group a consortium of TV networks agenciesamp160and organizations that share their expertise to accelerate the use of advanced targets in the buying and selling of TV advertisingamp160 The group forms guidelines to help buyers and sellers manage advanced audience deals and firstparty data and has established a set of calculation principlesamp160 This ensures consistent and transparent advanced audience protocols establishes advanced audience definitionsamp160and offers perspectives on data quality for advanced TV data sets and attributionBrands agenciesamp160and media companies alike have to be agile to keep pace with emerging media trends todayamp160 Xandr39s acquisition of clypd not only helps to keep Xandr nimble but it also enables the company to better consolidate its marketplace strengths for the future whether through data improving the buysell cycle or contributing insight on industry guidelinesamp160 Stay tuned for what39s nextClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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How Clypd Accelerates Xandr's Position in Advanced TV

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Charlene Weisler

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How Clypd Accelerates Xandr's Position in Advanced TV

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