unified decisioning<\/a> engine handles different kinds of media buys including direct-sold, programmatic-sold or private marketplaces (PMPs), with real-time ad insertion for video on demand (VOD) and connected TV (CTV).<\/p>\n“Beachfront is one of the last pure-play, CTV- and TV-focused sell-side platforms,” Sinton said. “We’re the only player that covers all TV screens, whether it be linear, set-top box VOD or CTV.”<\/p>\n
Looking ahead, Sinton sees greater convergence among linear TV and digital video platforms, giving advertisers more flexibility with their audience-based media buys. Advertisers also can implement rules for frequency capping and separating their commercials from those of competitors.<\/p>\n
“Converting legacy TV to programmatic is going to be really key. There’s been a big transition to connected television over the last couple of years. This year is really the year for addressable TV, and we’re seeing that today,” he said. “Making CTV more like TV, and TV more like CTV is really the future of where things are going, and where Beachfront is focused.”<\/p>\n","protected":false},"excerpt":{"rendered":"
Addressable advertising that lets marketers reach different households with different ads on linear TV is set to grow as technical hurdles are overcome. Video ad management platform Beachfront is at the forefront of enabling addressability as part of Project OAR, the industry consortium led by smart-TV maker Vizio. Beachfront recently completed a pilot program to […]<\/p>\n","protected":false},"author":24,"featured_media":73440,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8292],"tags":[3961],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/73416"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=73416"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/73416\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/73440"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=73416"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=73416"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=73416"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}