SAN JUAN, Puerto Rico\u2014With collaboration \u201creally the key word,\u201d 4C Insights continues to add to its ensemble of inventory aggregation partners for unified, cross-platform targeting and measurement given advertisers\u2019 desire for more scale.<\/p>\n
\u201cThe theme for us continues to be to provide audience-driven solutions for marketers, where they can buy on an audience-basis inventory across linear TV, social video, over the top. Everything in one place,\u201d says Chief Revenue Officer Anupam Gupta.<\/p>\n
\u201cOne of the things that we hear from marketers again and again is the audience problems are getting solved,\u201d he adds in this interview at last month\u2019s Beet Retreat 2018<\/a>. \u201cThat\u2019s pretty much in a good place now. But now they\u2019re looking for more scale.\u201d<\/p>\n 4C\u2019s most recent partnerships<\/a> within linear TV are with a4, a unit of communications giant Altice, whose networks include A&E, CNN, The History Channel and Discovery, and AMC Networks\u2019 MASS Exchange. 4C\u2019s self-service platform facilitates live, real-time access to inventory avails in the scatter market and performance data, as well as audience-driven Upfront allocations.<\/p>\n \u201cSo that\u2019s now integrated within 4C where you can start with an audience and you can add that to repertoire of NBCU inventory\u201d that became available to 4C clients via a partnership crafted in 2017, Gupta<\/a> says.<\/p>\n \u201cEssentially what you\u2019re seeing is more linear networks making their inventory available through the aggregator partnerships and platforms like that are integrating to provide more scale for marketers.\u201d<\/p>\n