TV supply-side platform Clypd rolled out Optimize on Thursday, a yield optimization tool and scheduler designed to let media owners predictively sort supply.

Conversely, Clypd hopes it will give TV planners a more accurate read into what inventory is available for purchase from those media owners, said the company’s chief architect, Bruce Dilger.

For more than 20 years, scheduling a television buy hasn’t changed. Because of technological limitations, planning decisions were made in advance with “decisions that boiled the whole thing down to age and gender,” Dilger said. “Someone with a book would look up a rating and schedule it to run on air, and during post-buy analysis they might look for extra rating points.”

In other words, the process was highly manual and didn’t accurately show inventory availability.

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