Viamedia has launched QTT, a patent-pending technology developed to support programmatic digital advertising for cable operators.
In market trials this summer with operators such as WOW! (NYSE:WOW) and digital SSPs such as Rubicon Project, QTT is designed to enable digital supply side platforms (SSP) and their demand side platform (DSP) partners to dynamically access linear cable TV inventory in real time while maintaining a brand-safe environment. QTT converts a standard SCTE 35 cue tone into an IAB-compliant VAST ad request infused with content and audience metadata for segmentation and targeting.
QTT is designed to leverage the current workflow and infrastructure for both digital and TV ecosystems while not requiring any upgrade to cable set-top boxes. Working through agency trading desks, advertisers can programmatically plan online and TV campaigns against the defined audience segments. Using a chosen DSP to real-time bid with an SSP for the desired cable TV placements that best meet their campaign goals, QTT is designed to enable media buyers to insert linear TV ads using real-time decisioning without the need for predefined schedules.
"The local advertising industry is a $151 billion industry, with spot cable TV capturing approximately $6 billion, and local digital advertising representing $77 billion. QT is a win-win, as digital ad players can now seamlessly access linear cable TV for the first time while cable TV operators significantly grow their TV ad revenues," said Viamedia President and CEO Mark Lieberman. "We truly feel QTT is a game changer for our partners and our industry."