XACTV Network, the patented video solution that uses machine learning to optimize efficient reach, announced an evolution of the platform that adds audience-based measurement and expanded AI capabilities. The new platform, “Artii,” is powered by investments in an audience identity data spine and multiple video currency providers. XACTV customers can now plan, buy, and measure using custom audiences for a single video type or across linear TV and CTV — all in one platform.

XACTV Network, the patented video solution that uses machine learning to optimize efficient reach, announced an evolution of the platform that adds audience-based measurement and expanded AI capabilities. The new platform, “Artii,” is powered by investments in an audience identity data spine and multiple video currency providers. XACTV customers can now plan, buy, and measure using custom audiences for a single video type or across linear TV and CTV — all in one platform.

Built to automate how a marketer’s next video dollar should be spent, this AI-powered, proprietary everything-video platform optimizes 1st and 3rd party audiences across broadcast, cable, and streaming to offer a new way forward.

“With investments in data, tech, and new in-house capabilities, Artii enables our team to make even better and faster decisions across all the places that people are watching,” said Bob O’Neill, President, XACTV Network.

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“Our mission at XACTV has always been to help advertisers efficiently deliver incremental reach across local and national video platforms,” said Bob O’Neill, President, XACTV Network. “With investments in data, tech, and new in-house capabilities, Artii enables our team to make even better and faster decisions across all the places that people are watching. This puts our clients in control of where and how to invest their video dollars in the fragmented cross-channel video marketplace.”

Key features of Artii include:

• Audience Intelligence: Understand audiences on a whole new level with AI-driven profiles of audience attributes and viewing habits, for linear and CTV. TransUnion’s Identity Graph resolves data to a persistent identifier to deliver more accurate, scalable insights. Compare video viewership via custom audiences and traditional demos from VideoAmp in addition to existing methodologies.
• Cross-Channel Strategy: Evaluate watching behaviors and costs across the full video landscape, with a common currency, to optimize investments.
• Optimized Efficiency: Sophisticated ML algorithms predict audience trends to determine inventory value and simultaneously achieve reach and efficiency goals.
• Measurable Results: Guaranteed linear CPMs and quantified campaign performance outcomes like sales and leads.

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“Initial response, including results from our new partnerships, has been incredibly revealing,” said Melissa Moschetti, EVP, Managing Director, XACTV Network. “Given Artii’s ability to adapt based on insights, we’re especially excited to offer this holistic video solution in our upfront conversations.”

XACTV Network currently works with brands and their agencies across the CPG, insurance, pharmaceutical, retail, fast casual, beauty, travel, and telecom categories.