Industry-First Unified Planner and Sorenson Media Partnership for Programmatic Linear Execution Enables Advertisers to Get the Most Efficient TV Reach

dataxu, a leading provider of programmatic marketing software for marketing and media professionals, announced TotalTV for Advertisers, a unified planning and buying solution for agencies and brands investing across linear, connected and addressable TV. TotalTV includes the world’s first unified planner for TV that creates the most efficient buying plans to reach de-duplicated strategic audiences among more than 120 million households, whether viewers are watching linear TV or streaming through any OTT device. Agencies and brands can also use TotalTV to execute at scale, including fully attributable CTV, and for the first time, programmatic linear TV through a new partnership with Sorenson Media. Now, the most appealing element of digital marketing—reaching highly specific, targeted audiences—is available to innovative marketers looking beyond ratings points for their TV buying.

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TotalTV solves several strategic challenges faced by TV buyers today, enabling them to:

• Efficiently reach audiences on OTT devices that are hard to find on traditional linear TV, including cord cutters and younger consumers
• Find incremental reach for strategic audience targets, which are increasingly difficult to achieve through linear TV buying alone
• Maximize de-duplicated reach and buying efficiency of strategic audiences by concurrently planning linear, connected and addressable TV with dataxu’s proprietary AI

“With TotalTV, we’re able to find untapped audiences on connected TV for true, incremental reach,” said Sarah Wilson, Media Director, DWA, a Merkle Company.

In addition to these new capabilities, dataxu has partnered with Sorenson Media, a leading provider of linear addressable TV advertising, to deliver targeted linear TV advertising programmatically, for the first time.

“We open up a world of opportunity for advertisers by combining the quality and impact of linear television with our addressable TV solution,” said James Shears, EVP of Advanced Advertising at Sorenson Media. “By utilizing Sorenson Media’s addressable TV technology alongside dataxu’s TotalTV solution, linear TV can be purchased programmatically and activated immediately through a self-service platform, adding a new level of speed-to-market and targetability to linear television.”

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This partnership allows dataxu customers to utilize their own data to ensure relevant messages reach specific targeted segments on linear TV programmatically, adding a new layer of TV addressability to their traditional media plan.

TotalTV for Advertisers follows the debut of TotalTV for Media Companies, dataxu’s first-ever solution for the sell-side announced in April. When broadcasters, programmers and distributors of media utilize TotalTV for Media Companies, they understand, engage and monetize audiences across devices at the individual consumer level, improving yield for media owners, increasing efficiency for advertisers and reducing ad load for viewers.

“With this new offering, dataxu provides a complete, end-to-end solution for TV buyers across every advanced TV avenue,” said Sandro Catanzaro, Chief Innovation Officer and co-founder, dataxu. “For the first time, TV buyers can plan, buy, analyze and report all within dataxu’s product suite, making it easier and more efficient to manage complex TV budgets and campaigns across a robust, if fragmented, TV ecosystem.”

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