The ad sales business of one of the nation’s top MVPDs has struck a deal that is designed to give advertisers “even better control and transparency over where their ads appear on streaming television platforms.”
Through the agreement, Charter Communications’ Spectrum Reach has integrated Anoki’s ContextIQ — a platform that analyzes the exact context of connected TV moments — across its extensive streaming ad inventory.
This, says Spectrum Reach, allows brands to see in real time exactly what content their ads appear alongside, including live broadcasts of premium national and local news, plus sports and entertainment events.
With Anoki’s ContextIQ, Spectrum Reach can deliver scene-level contextual advertising on live broadcasts.
It works like this: advertisers set guidelines, such as avoiding certain content topics or choosing shows with a specific message. Then, using real-time data, ads are matched to the most suitable ad breaks within milliseconds. For example, when a story about Father’s Day runs live on Spectrum News, an advertiser can have its barbecue grill commercial placed to appear seconds later, with real-time placement supported by the Magnite and Index Exchange supply-side platforms (SSPs).
For example, Spectrum News covers a wide variety of topics during its live broadcasts, and with scene-level contextual targeting, advertisers can reach engaged local audiences. This, the Charter unit believes, gives advertisers “new clarity and confidence when it comes to buying live broadcasts, knowing their ads are appearing alongside content that aligns with their goals.”
Horizon Media is among those advertisers that are already using the technology to bring new clarity to live Connected TV ad placements. “We are focused on giving clients greater transparency and confidence in their CTV investments,” said Alexander Stone, Horizon’s Senior Vice President and Managing Director of Enterprise Partnerships. “Through our relationship with Spectrum Reach, we can access premium streaming inventory at scale, while Anoki’s contextual intelligence gives us deeper visibility into the live content environments where ads appear, from sports and entertainment to local news. That insight helps our clients make smarter, more informed media decisions.”
