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{"id":74716,"date":"2021-06-30T07:30:09","date_gmt":"2021-06-30T11:30:09","guid":{"rendered":"https:\/\/www.beet.tv\/?p=74716"},"modified":"2021-06-30T14:02:13","modified_gmt":"2021-06-30T18:02:13","slug":"xandrs-new-tool-tears-down-silos-of-linear-addressable-martin","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2021\/06\/xandrs-new-tool-tears-down-silos-of-linear-addressable-martin.html","title":{"rendered":"Xandr’s New Tool ‘Tears Down Silos’ Of Linear, Addressable: Martin"},"content":{"rendered":"If the launch of streaming services by TV distributors has created two different kinds of ad inventory and business model, Aaron Martin wants to solve that.<\/p>\n
Xandr, where Martin is director of product management, forecasting and inventory management, just launched a tool he says will bridge the gap.<\/p>\n
In this video interview with Beet.TV, Martin explains the idea is applying digital logic to linear media, uniting the two channels.<\/p>\n
Bridging the gap<\/h2>\n
The tool, converged inventory analysis, is a sub-product inside Yield Analytics that unifies audiences and ad systems across linear addressable and OTT.<\/p>\n
Xandr says<\/a> the aim is to sooth a fragmentation that has occurred as a result, with a “consolidated advertising and analytics system to manage distributors\u2019 digital and linear addressable businesses, enabling the identification of a single
\naudience across channels”.<\/p>\nMartin says: “We’re really trying to break down the silos, so that the planning isn’t done within addressable linear and then replicated or done a second time within digital silos, but just done one time so that I understand where my best yield optimization levers are and where the most competition for that inventory exists.”<\/p>\n