NAB 2015 Tech: Videa Partners With Videology
Videa | Booth N2530-29 | Website: www.videa.tv
Videa, a Cox-backed supply-side platform bringing automation and data-driven decision making to broadcast television, has entered into a multi-year partnership agreement with Videology, a software provider for converged TV and video advertising, to enable media buyers to programmatically plan, buy and report on television advertising.
Videa made the announcement today at the NAB Show where it is participating in the third annual SPROCKIT, a program that recognizes startups in media and entertainment that have immense potential to shake up the industry.
The Videology agreement will allow advertisers and agencies to work with Videa’s broadcast clients to optimize advertising campaigns, improve workflow efficiencies and use data-enhanced audience targeting to drive value and new demand for linear television.
“We know that there is tremendous interest in extending programmatic buying to TV, so our partnership with Videology, whose technology is used by some of the largest demand sources in the world, was a logical choice,” said Shereta Williams, president of Videa. “This partnership will allow media buyers to plan and purchase more targeted TV buys across platforms with greater simplicity and transparency, while exposing our broadcast partners to new sources of demand.”
Videa has deep broadcast roots and, as a result, developed its technology for television, a much different approach than the digital RTB model. Videology developed its software for the demand-side with a similar focus, allowing users to programmatically plan and buy media in a forward-reserve manner, the way television has always been planned and bought.
“We initially developed our software to correspond to the shifts that we saw coming in the way that consumers were watching TV content, specifically around TV and video convergence” said Scott Ferber, chairman and chief executive officer, Videology. “What’s so exciting about this partnership with Videa, is that as broadcasters make more premium inventory accessible for data-enabled, automated planning and buying, our vision is coming full circle. The best part is that this type of converged planning and buying is driving tremendous results for advertisers.”