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Future of TV Addressable TV Media Planning and Buying

Automation slashes Ampersand addressable ad bookings from days to hours

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By Hannah Bowler, Senior reporter

January 4, 2023 | 3 min read

With the US addressable economy now worth $2bn, ad sales firm Ampersand accelerates buying and selling on its platform.

Exploring formats: The return to TV advertising

Ampersand adds automated addressable function

US TV ad sales platform Ampersand has automated its addressable TV offering cutting to speed up a process that used to take days into within hours.

The development at Ampersand comes as advertisers plan to double spend on addressable TV ads in the next year.

The new tech is pitched as a way to streamline the workflow. Ampersand’s footprint currently represents over 70% of the US addressable households and counts the likes of Charter Communications, Comcast, Cox, Altice and Verizon among its supply partners. Advertisers spent over $2bn domestically on addressable TV ads over the past few years and are expected to double their spending by the end of 2023.

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By automating the addressable business buyers will be able to make audiences quicker and buy and plan faster. Kalyan Lanka, vice president of product management for Ampersand said: "By consolidating and streamlining the ability to find custom audiences all in a single interface, we will allow advertisers to reach any audience across any screen, within a highly engaged context.”

The ad sales firm was clear the latest tech upgrade won’t jeopardize advertisers' brand safety requirements or measurement capabilities. The automated addressable development comes after Ampersand introduced incremental reach options which give brands the opportunity to target light TV viewers.

The business will eventually build a self-serve function that will mean buyers can plan and buy addressable TV direct.

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Future of TV Addressable TV Media Planning and Buying

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