SOCIAL MEDIA ADVERTISING

Viamedia Introduces Parity ADS Platform for Simultaneous Linear and CTV

Viamedia | May 20, 2022

Viamedia
Viamedia, the leading fully-integrated independent cross-media local advertising company, announced the launch of its new Parity ADS Platform. It uses a transitional approach to amplify live streams for IP-delivered distribution by simultaneously inserting regionally targeted ads on linear streams to align with the local ads on traditional cable TV systems.

"Our new Parity ADS Platform is one of the industry's first transitional approaches and introduces the immediate next step to achieving fully dynamic advertising, This presents an enormous opportunity for our MVPD partners around the country to essentially turn their linear inventory into connected TV (CTV) inventory, all while better serving their local communities, businesses and advertisers."

David Solomon, President & CEO at Viamedia

Through this platform, MVPDs are enabled to regionalize streaming distribution by inserting regionally targeted ads on linear streams which replicate the ads running on traditional SD and HD channels. It provides a CTV capability MVPDs that have already deployed a dynamic platform. It also extends its support to MVPDs migrating into a dynamic advertising model by serving identical ads across multiple platforms. It enables ad sales for an entire subscriber while safeguarding the existing revenue streams.

Solomon added, “The industry is beginning to catch on to the benefits of a parity approach. As subscribers are transitioned to streaming, there's often not enough impressions to sell independently. By replicating the same ad on two platforms, MVPDs are able to optimize linear and CTV feeds for advertisers, maximizing inventory and ad sales during the migration. This system is specifically developed to drive greater demand and value for existing advertising inventory.”

Viamedia’s high-class technology stack follows established IAB standards. It utilizes a standardized platform to enable integration with any streaming applications so that MVPDs are able to utilize the streaming app of their choice to increase digital advertising revenue, similar to CTV.

The new platform complements Viamedia’s expanding portfolio of advanced advertising solutions including QTT, the company’s cloud-based patented solution. It bridges digital demand and linear TV advertising inventory. It is the first of its kind solution which can request and receive ads from programmatic digital ad exchanges to enable programmatic ad insertion in real-time or near real-time, depending on the publisher’s preference on linear cable, National Network or Broadcast television utilizing existing TV infrastructure.

Spotlight

With a wide range of available tools, such as display and email, content marketing, PPC, social media marketing, native advertising, retargeting, what are the best advertising methods to help you effectively and efficiently grow and produce results? This session features an informal discussion with industry insiders regarding the current landscape and the tools (and combinations of tools) that are working best for organizations like yours. The session took place on Monday, February 22, 2016, during the NRB Digital Media Summit.

Spotlight

With a wide range of available tools, such as display and email, content marketing, PPC, social media marketing, native advertising, retargeting, what are the best advertising methods to help you effectively and efficiently grow and produce results? This session features an informal discussion with industry insiders regarding the current landscape and the tools (and combinations of tools) that are working best for organizations like yours. The session took place on Monday, February 22, 2016, during the NRB Digital Media Summit.

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