Entertainment company Cineverse has revealed a strategic partnership with advertising technology firm The Trade Desk that will see the two collaborate on global advertising initiatives.
The two companies have worked to integrate Cineverse’s ad tech platform C360 with that of The Trade Desk’s OpenPath.
The integration will give brand marketers who are already clients of The Trade Desk instant access to inventory within Cineverse’s portfolio of streaming content, channels and platforms, including Fandor, Asian Crush, Retro Crush, Screambox, the Bob Ross Channel, El Rey Network, Dove Channel and Docurama, among others.
“Brands that work with us, and the C360 platform know the power it can bring,” Terry City, the Senior Vice President of Advertising Sales at Cineverse, said in a statement. “Integrating OpenPath into C360 creates an on ramp for advertisers to grow their brands with Cineverse and is going to allow our partners to move quicker and see results faster, matching their brands with our programmatic library.”
Cineverse said the partnership represents a significant step in addressing the need to bridge the gap between advertisers and premium content, with brand marketers craving more-transparent and cost-effective ways to reach target audiences.
“As the digital advertising landscape continues to evolve, this integration positions Cineverse as a key player in the future of programmatic advertising by continuing to find innovative ways for brands to engage with audiences at scale,” a Cineverse spokesperson said.
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The Trade Desk is a separate, unaffiliated business from The Desk, which publishes original news and analysis on the business of media.
