Philo — the entertainment-only live streaming service Live TV Streaming Service has added revealed a roster of top advertising technology and sales partners as part of the company’s efforts to bring addressable advertising to their platform. Just like how ads are targeted online, Philo hopes through addressable TV advertising they can show more targeted ads to different households while they watch the same program.
As a technology-driven company, Philo is focused on pushing innovation not just in streaming TV, but in its advertising platform as well — from audience targeting to server-side dynamic ad insertion technology. For ad-management, Philo will work with FreeWheel, while a wide-array of partners like Premion, Roku, SpotX, Telaria, FreeWheel, Xandr, and Verizon Media will supply ad inventory for their live and VOD service.
Reed Barker, Head of Advertising at Philo:
“At Philo, we built our TV streaming platform from the ground up to appeal to a new generation of TV lovers, and we have kept that same philosophy as we’ve built our ad platform: to appeal to brands looking for a frictionless advertising experience in a vMVPD world.”
Just like cable companies, vMVPD services are given ad blocks in live programming where they can dymanically insert advertising. With Live TV Streaming Services reaching millions of subscribers, there is now becoming real reach for advertisers — and with the new partnerships, Philo is hoping to take advantage of their inventory.