Cablevision, GroupM ink addressable TV partnership


Details

Michelle Clancy

| 03 December 2015




Cablevision Systems has announced a long-term addressable TV partnership with MODI Media, GroupM's advanced television business.



The deal gives MODI Media the ability to reach premium audiences through impressions-based inventory for its clients, with advanced campaign planning, measurement and analytics.

The partnership provides MODI Media access to Cablevision's Total Audience Application, a proprietary platform that automates planning and optimisation of advanced online TV advertising campaigns.

The pact reflects the growing market demand for addressable and data-driven advertising, which makes up more than a third of Cablevision's total advertising business. It also provides MODI Media direct access to addressable impressions and census-level data.

"MODI is a true pioneer in the advanced advertising space, and we are extremely proud to partner with them in scaling addressable and data driven TV advertising," said Ben Tatta, president of media sales at Cablevision. "By making ad operations, data and analytics more turnkey, we hope to streamline the entire campaign process for Modi and their clients."