BrightLine in OTT Targeting and Measurement 'First'

In New York, interactive TV ad firm BrightLine has launched an OTT platform called DataCast, which it says will enable advertisers to target and measure across three screens - mobile, desktop and television - for the first time.

BrightLine's proprietary Build-Once-Run-Everywhere platform is used to create, deliver and measure dynamic ads across all forms of 'Advanced TV' content. This includes OTT (over the top), which the IAB defines as all forms of TV not watched through a broadcast, cable or satellite connection on a television.

The new DataCast platform allows partners to tap into data from sources such as audience data providers and footfall attribution vendors, within the connected TV universe. The platform identifies the specific households within the BrightLine OTT footprint that match the target audience segments, and feeds that data to supply-side ad servers, which can then create targeted campaigns using enhanced and/or traditional TV commercials.

Jacqueline Corbelli (pictured), co-founder, Chair and CEO of BrightLine, comments: 'Our advanced advertising solutions are yielding an incredible trove of household data that holds great value for advertisers. DataCast will enable brands to micro-target tailored messages to specific households based on their psychographic profiles. The solution brings to the connected TV screen all the targeting and audience insights advertisers get in web and mobile, and provides for real attribution across screens'.

Web site: www.brightline.tv .