Clypd, a supply-side platform for programmatic TV advertising, on Wednesday announced a partnership with Discovery Communications, the cable programmer that’s home to channels such as Discovery Channel, TLC, Animal Planet and more. As a result of the partnership, Discovery Communications will make some of its TV inventory available for programmatic buying via Clypd.
A new advertising platform is set to inject automation into the buying of television commercials, thereby replacing the mechanics of an industry that still sells ads the old-fashioned way. Software company Clypd is launching a system that lets media partners sell commercial television space using the same tools that deliver ads online. Clypd and partners like Cox Media said this is the first step to a programmatic television future.