4C Adds Integrations To Make OTT And Linear Inventory More Accessible

See you later, siloed views.

Data science and technology company 4C is hoping its integrations with Freewheel, Telaria and SpotX, unveiled Tuesday, will streamline the buying of over-the-top (OTT) and linear inventory.

These partnerships make more OTT and linear inventory accessible within 4C’s platform, Scope, a dashboard that lets ad buyers plan, purchase and measure campaigns. The platform lets buyers use their first-party data and access smart-TV data to target audiences beyond age and gender.

“People are still watching some stuff on linear TV, including live sports,” 4C CEO Lance Neuhauser told AdExchanger. “But consumers also want on-demand stuff on OTT. Advertisers can now look at inventory both of those holistically rather than separate views so they can plan and optimize where their audiences are.”

4C’s latest round of partnerships should mean fewer spreadsheets, less guesswork in terms of finding audiences and, hopefully, fewer headaches for both buyers and sellers.

Audience fragmentation across screens and types of content has made it more difficult for advertisers to find and target their audiences. Neil Smith, general manager of FreeWheel Markets, hopes this new integration will make it easier for marketers to determine their most dedicated audiences. Then, brands can shift resources to audiences that are more likely to engage with their content and cut back on the ones that are not.

“The world FreeWheel sees is one where, ultimately, linear and digital will become unified,” Smith told AdExchanger. FreeWheel brings its premium digital inventory, relationships with publishers and ad manager platform to this new integration with 4C, Smith added.

“Not yet has there been a tech stack available to marketers in video format, which is preferred by consumers, that allows them to seamlessly move across linear TV, social video as well as OTT,” Neuhauser said. “And now with the partnerships 4C is bringing to bear with Telaria, SpotX and FreeWheel, this finally gives marketers a central point.”

This is not 4C’s first integration with other tech partners. In September 2017, the company partnered with software company Mediaocean to let advertisers manage their paid campaigns on Facebook, Instagram, Twitter, Pinterest, Snapchat and LinkedIn in a similarly streamlined way.

As the old marketing proverb goes, less unnecessary confusion means more happy marketers.

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