Check Out This ‘Unified Planning and Buying Solution’

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A provider of programmatic marketing software for marketing and media professionals has unveiled what it is promoting as “a unified planning and buying solution for agencies and brands investing across linear, connected and addressable TV.”


Introducing TotalTV from dataxu, which includes a unified planner for TV that creates efficient buying plans designed to reach de-duplicated strategic audiences among more than 120 million households, whether viewers are watching linear TV or streaming through any OTT device.

TotalTV’s appeal, says dataxu, is the inclusion of programmatic linear TV through a new partnership with Sorenson Media.

“We open up a world of opportunity for advertisers by combining the quality and impact of linear television with our addressable TV solution,” said James Shears, EVP of Advanced Advertising at Sorenson Media. “By utilizing Sorenson Media’s addressable TV technology alongside dataxu’s TotalTV solution, linear TV can be purchased programmatically and activated immediately through a self-service platform, adding a new level of speed-to-market and targetability to linear television.”

This partnership allows dataxu customers to use their own data to ensure relevant messages reach specific targeted segments on linear TV programmatically, adding a new layer of TV addressability to their traditional media plan.

TotalTV for Advertisers follows the debut of TotalTV for Media Companies, dataxu’s solution for the sell-side.

“With this new offering, dataxu provides a complete, end-to-end solution for TV buyers across every advanced TV avenue,” said Sandro Catanzaro, Chief Innovation Officer and co-founder of dataxu. “For the first time, TV buyers can plan, buy, analyze and report all within dataxu’s product suite, making it easier and more efficient to manage complex TV budgets and campaigns across a robust, if fragmented, TV ecosystem.”