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State of the Screens

Ampersand Launches Solution To Simplify Advanced TV Buying

By January 30, 2020No Comments

Big news #1: Ampersand (formerly NCC Media) launched the AND platform offering planning and measurement for advanced TV campaigns.

Key details for Ampersands AND platform:
Currently a managed service
2) Self-serve software launching in late 2020
3) 85M households
4) 120 cable networks
5) Set-top box data from 40M households (Comcast, Cox, and Charter)
6) 80 pre-loaded audience segments

Video: Ampersand Launches ‘The AND Platform’ to Unify Audience and Measurement Across Inventories

Big news #2: Cadent acquired 4INFO and will be adding the device graph to their advanced TV offering.

Smart move: Both are a signal that the silos separating video advertising are coming down, and the future for $114B+ in video advertising is cross screen and audience-based.

Quote from Nick Troiano – CEO @ Cadent:
“This is really an extension to what we’ve been offering…It’s an acceleration to finding those audiences in other platforms, which is necessary for massive dollars to ultimately shift to advanced TV.”

Share of projected linear TV spend using advanced TV data according to FreeWheel:
2019 – 41%
2020 – 47%

More #1: Platform-Driven TV Advertising Is Mainstreaming, Finally

More #2: Automation Key to Keeping Linear TV in Ad Ballgame

More #3: Cadent’s Next Step in Fulfilling the Cross-Channel Promise of TV

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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