Viamedia, the largest independent local ad management company, announced it has received a patent (U.S. Patent No. 10,757,462) for its QTT platform, a cloud-based television advertising solution bridging the gap between linear TV and digital advertising.

QTT is a first-of-its-kind solution that requests and receives ads from programmatic digital ad exchanges to enable real-time linear cable television ad insertion utilizing existing cable TV infrastructure.

With its patented technology, Viamedia can significantly increase advertising revenue for MVPDs, national cable and broadcast networks as well as advertisers’ marketing options, by tapping into the surging programmatic digital video advertising marketplace.

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“QTT is a game-changing technology that will reshape the video ad landscape as we know it today. Our new patent validates that no other platform delivers the same capabilities to the ad marketplace as QTT,” said John Piccone, President of QTT at Viamedia. “Our initial deployments have shown there is a growing appetite to improve the interoperability between online and linear TV advertising technologies and uncork the increasing digital demand for linear TV inventory.”

QTT has already gained the attention of digital players including Magnite, a leading digital supply-side platform (SSP), and Adelphic/Viant, a leading digital demand-side platform (DSP). Both companies have integrated QTT with their respective platforms.

“QTT and its ability to translate linear TV advertising avails to digital avails in real-time is a huge development,” said Mike Chevallier, VP Sales North America at Magnite. “We are big believers in an omnichannel platform for demand-side partners, and accessing linear TV advertising supply has traditionally been a challenge. QTT™ makes it simple to activate TV advertising through digital means and opens up more opportunities for DSPs and advertisers.”

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“The promise of omnichannel media buying is here,” said Robby Barnett, Senior Director Media Strategy at Adelphic. “Our partnership with QTT™ means we’re now offering our clients expanded access to linear TV, furthering our commitment to providing marketers with access to inventory across all programmatic channels at scale.”

“QTT is a win-win for everyone in the advertising industry,” said Randy Lykes, Chief Technology Officer at Viamedia and lead inventor. “QTT™ development was a team effort and I am pleased that we have been granted our first patent covering this groundbreaking technology.”

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