a4 intros OTT addressable ad solution

a4, a division of Altice USA (NYSE:ATUS), has launched a national, cross-screen OTT solution intended to help advertisers reach targeted ...

a4, a division of Altice USA (NYSE:ATUS), has launched a national, cross-screen OTT solution intended to help advertisers reach targeted audiences in streaming environments and through connected TVs (CTV). a4 says its solution is the first and only addressable OTT/CTV ad product at a household level with national reach that is powered by authenticated household data.

The addition is intended to enhance a4's ability to help ad clients identify and reach their desired audiences across all screens within a single household and in all formats. The solution is designed to provide measurability and analytics of reach and frequency among all devices inside the universe of targeted households.

Recently, the company introduced Athena by a4 - a proprietary platform designed to enable advertisers to simplify the process of executing, tracking and evaluating their cross-screen media campaigns, and the platform will now support OTT.

"People are rapidly shifting their viewing habits to on-demand and streaming media products, and advertisers know they have to keep pace," said Wael Sabra, SVP of product at a4. "Our OTT solution gives clients the ability to extend the high precision targeting that a4 is known for into what is quickly becoming one of the most important parts of modern media plans."

"With the emergence of OTT and CTV, our clients are looking for better ways to reach those audiences," said Garrett Winkler, director and Connected Television lead at MODI. "We partnered with a4 because they bring a unique data-driven targeting approach to their OTT solution that ties in TV for an optimal cross-screen solution."

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