MediaPost Publications Clyp Job: Invidi Teams With Ad Tech Start-Up To Build TV's Progr... - 0 views
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the biggest developer of addressable TV advertising technology, Invidi, is partnering with Clypd, a promising ad technology start-up that wants to create marketplace for buying and selling TV that works just like online’s programmatic exchanges.
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a wide variety of technology players have set their eyes on transforming the $60 billion-plus TV advertising marketplace, including big agency holding companies, their trading desks, and online video technology companies such as Tremor Video, YuMe and Adap.tv, which is being acquired by AOL and recently became the preferred video ad-buying platform for Interpublic’s Mediabrands.
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the reason the deal between Invidi and Clypd is significant, is that Invidi is the only player to have built and deployed the kind of addressable TV advertising technology that will enable advertisers and agencies to target and buy audiences the way they buy online audiences -- at the individual level.
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