Programmatic CTV Product Placement Has Arrived
NEW YORK: TripleLift, one of the fastest growing ad tech companies in the world, and Amagi, a global leader in cloud-based SaaS technology for broadcast and connected TV, today announced a preferred partnership agreement to scale "In-Show" programmatic advertising. TripleLift's solution programmatically integrates brands into television programs. Amagi's cloud-based services plugs that solution into dozens of consumer media platforms. Taken together, this partnership represents the beginning of true programmatic CTV product placement, where integration opportunities will be available across hundreds of streaming TV channels in near real-time.
TripleLift In-Show Technology
CTV is a big and burgeoning space, but 95% of advertiser opportunities are still confined to "In-Break" adjacencies typically :15 and :30 second commercial spots. TripleLift's "In-Show" solution inserts brand assets directly into television programs. The process occurs during post-production and can take place days, months or even years after show filming is complete. Machine learning technology determines where to insert an asset a logo, a message or even a product rendering into the content, based on program context and audience profile. The result is a seamless experience for the viewer and greater monetization for the content owner.
"We knew the TV ad experience could be more integrated and less interruptive, just like native advertising has been to websites. Our team looked at the full viewer experience and asked the question, 'How can we make the television ad experience work for everyone?'" said Michael Shields, GM of Advanced Advertising, TripleLift. "We've created a technology that is the future of brand-supported television. With pressure on television networks and platforms to decrease ad loads, In-Show extends a lifeline for sustained monetization."
The partnership between TripleLift and Amagi creates a full stack In-Show solution for programmatic CTV. Each company's innovation has been an important building block, and this agreement joins two important parts of the value chain, forming a complete offering now ready for the world's biggest brands and CTV providers. Producers can capture new revenue, even after shooting has wrapped. Advertisers have new opportunities to insert their messaging into breakthrough environments that have been largely closed to them otherwise. Finally, audiences get a tailored experience with the potential for less commercial interruption over time. Product placement is an
11 billion marketplace, and this programmatic solution makes it more accessible for streaming services, production companies, creators, and brands.
