Technology

SintecMedia & Lotame bring dynamic audience targeting to broadcast TV

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MUMBAI: SintecMedia and Lotame have announced plans for an integration that will deliver audience segments from the Lotame DMP directly to SintecMedia's frontend proposal system, OnBoard. SintecMedia is the preferred broadcast management for linear and digital, and a software partner for over 300 of the top media brands including CBS, ABC, AT&T, Star India, Seven Australia and Sky.

By connecting detailed viewership data with Lotame's audience data, local sellers can offer enhanced targeting to clients. The partnership enables media companies to understand how targets overlay with their available inventory for more accurate pricing and scale during the proposal phase, and then optimize delivery across TV, video and mobile platforms for added value end-to-end.

As major media companies announce cross-channel audience targeting products for advertisers, local broadcasters have been largely left out of such offerings, even as they compete most directly with digital audience targeting options such as search and social media. This partnership delivers a competitive product that unlocks audience targeting across TV, video and mobile platforms, creating a game changing offering for media companies.

"As broadcasters, we are very pleased to see these kinds of partnerships develop because it shows that innovative companies are investing in the broadcast advertising ecosystem. These solutions provide a key benefit – a one-stop answer that enables cross-screen audience sales and improved yield optimisation for our advertising clients," said Pearl TV MD Anne Schelle. Pearl is a business organisation of eight local TV broadcasting companies who operate more than 220 local stations.

The partnership allows sellers to build audience-targeted proposals in real-time and deliver against audience goals more accurately using continually refreshed audience data. Clients who use Lotame's TV DMP can now more easily index audiences against day-parts and programs on linear programming by passing that data to SintecMedia for execution and optimization. Additionally, SintecMedia clients can now use Lotame's TV DMP to access and send 1st, 2nd and 3rd party audience data to SintecMedia's platform. Sellers will be able to deliver competitive products to buyers, streamline and automate audience-based sales, and increase inventory demand and profit.

"The partnership delivers the next level of multi-platform audience targeting at scale to local broadcasters," said Lotame director of television & video innovation Ryan Reed. "SintecMedia and Lotame are both focused on maximizing profitability and control for media companies across TV, digital and mobile, and this partnership gives broadcasters the tools to compete in today's fragmented marketplace."

"Workflow is the major issue facing broadcasters as they move to offer audience targeted products to buyers," said SintecMedia president Lorne Brown. "This partnership drives the kind of 'fast, easy, and big' solutions that sellers need to compete with the walled gardens at the local level."

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