This morning, we are very excited to announce the publication of an Application Programming Interface (API) for television advertising. The API marks a breakthrough in the landscape of television advertising toward bringing an automated, data-driven solution to the way television advertising is bought and sold.
This move forges the gateway to a $70B US/$200B annual opportunity as the company’s sell-side platform now fully empowers media owners to leverage programmatic budgets. If television realizes half the programmatic share seen by online video, then by 2017, US programmatic spend in television will be $9.8B.
Joshua Summers, clypd Founder and CEO, offered, “The suite is a first step toward bringing regularity to the process of buying and selling television media programmatically, consistent with the programmatic advertising infrastructure found within the digital advertising ecosystem. The API is intended to formalize and simplify the transactions between the suppliers of television inventory (broadcasters, cable networks and video service providers) and buyers of that inventory (agencies, advertisers, demand-side platforms, trading desks), which may include data-driven, audience-based decisioning.”
clypd worked alongside several partners to develop this standardized communication interface, including digital advertising platforms Accordant Media, BrightRoll, Collective, DataXu, Google/Doubleclick Bid Manager, The Trade Desk, TubeMogul, and Turn.
The programmatic API will be first deployed on TV inventory from partners such as Cox Media, Suddenlink, and others. Current television inventory accessible through clypd and the API includes linear, linear addressable, and Video on Demand (VOD).
To check out the full announcement, please read it here.