Dive Brief:
- A new ad platform, clypd, is changing the way TV ads are bought and sold.
- The platform sells TV spots programmatically in the same way digital ads are bought, and using the same type of technology.
- Television providers like Cox Media are already onboard, and Google, BrightRoll, DataXu, Accordant Media, TubeMogul, Turn, Collective, and The Trade Desk are all in line to buy their ads.
Dive Insight:
It was only a matter of time until a platform emerged that could sell TV spots programmatically. The demand for programmatic in digital was bound to seep into TV ads — especially since many of the same ad buyers are involved. A platform that offers programmatic buying similar to digital could mean more opportunities for multi-channel and cross-channel campaigns.
