clypd Spearheads Industry-first Programmatic Advertising API for Television
API marks first-of-its-kind initiative for bringing automation and scale to TV advertising
Boston, MA — June 17, 2014 — clypd, the technology platform for programmatic television advertising, today announced the publication of an Application Programming Interface (API) for television advertising. The API marks a breakthrough in the landscape of television advertising toward bringing an automated, data-driven solution to the way television advertising is bought and sold.
“The television advertising industry has existed for more than 70 years, giving it a long time to evolve from its analog roots into an extremely complicated business and technical environment,” said Joel Melby, Chief Technology Officer at clypd. “The ways in which television advertising works are fundamentally different from the world of digital advertising. This API presents television advertising in a way that takes into consideration the expectations of automated demand platforms, giving all TV advertising stakeholders the ability to speak a common language.”
clypd worked alongside several leading digital advertising platforms, including Accordant Media, BrightRoll, Collective, DataXu, Google/Doubleclick Bid Manager, The Trade Desk, TubeMogul and Turn in an effort to bring a standardized communication interface between various stakeholders involved in programmatic television media sales. The API will allow for the automation of the full campaign workflow, from planning and targeting to execution, delivery and reporting.
The programmatic API will be deployed first by leading digital demand-side platforms on clypd’s supply-side platform, with television inventory from partners such as Cox Media, Suddenlink and others. Current television inventory accessible through clypd and the API includes linear, linear addressable and Video On Demand (VOD).
“Cox Media’s pursuit of advanced programmatic advertising solutions for television led us to our partnership with clypd,” said Brian Davis, VP national platform sales for Cox Media. “Our data-driven development efforts provide the ability for advertisers to find their target audiences in an effective and efficient manner. We are pleased that clypd is working to adopt industry standards that accelerate television advertising innovation.”
Joshua Summers, clypd Founder and CEO, offered, “The suite is a first step toward bringing regularity to the process of buying and selling television media programmatically, consistent with the programmatic advertising infrastructure found within the digital advertising ecosystem. The API is intended to formalize and simplify the transactions between the suppliers of television inventory (broadcasters, cable networks and video service providers) and buyers of that inventory (agencies, advertisers, demand-side platforms, trading desks), which may include data-driven, audience-based decisioning.”
This move forges the gateway to a $70B US/$200B annual opportunity as the company’s sell-side platform now fully empowers media owners to leverage programmatic budgets. If television realizes half the programmatic share seen by online video, then by 2017, US programmatic spend in television will be $9.8B.
“It is a scenario that I began sketching over a decade ago,” said John Battelle, Chair, NewCo and Executive Chair, sovrn. “In short, it’s a technical achievement that fully supports what audiences demand from the universal media experience. We now expect to receive tailored content at all times. What clypd and its partners are doing is extremely transformative, timely and valuable.”
This release comes on the heels of the news that clypd has integrated Ad-ID coding into the company’s platform, streamlining the creative workflow for television sales transactions.
To find more about clypd’s programmatic TV API and how you can access it, please visit www.tvontap.tv.
clypd is the advertising technology platform built exclusively for the television industry, empowering media owners with programmatic ad solutions. Founded in 2012, the company’s TV sales platform delivers workflow automation, data-enhanced decisioning and provides media partners with tools to manage their sales efforts. clypd’s innovations around programmatic television is opening doors for incremental digital budgets currently not available to the TV media owners. The clypd team is comprised of both TV and digital advertising experts, which uniquely positions the company to understand and meet the needs of the television industry while leveraging the best programmatic strategies from the digital world.