Viamedia says it has become the first United States-based advertising sales firm to represent more than 100 video service providers.

The milestone was achieved after a year of aggressively pursuing relationships with 31 new video service providers, despite a trend of consolidation and higher churn that has driven some video programming providers out of the business.

“It’s a remarkable achievement when you consider so many operators are dropping video,” David Solomon, the President and CEO of Viamedia, said in a statement. “Today, local advertising is not just a revenue stream, it is the voice of the community and provides our political infrastructure to connect with voters.”

Solomon said Viamedia’s ability to sign over 100 video service providers is a “testament to our capabilities and the need for smarter, more efficient advertising strategies.”

“Our innovative AdTech solutions empower providers, advertisers and communities alike,” Solomon affirmed.

Viamedia credited its growth in large part to its Parrot Ads product, which allows multivideo programming distributors (MVPDs) like cable television companies to dynamically insert regional ad spots into their channels and content. More than 240 million impressions were delivered last year, and Viamedia projects Parrot Ads will help it more than double that number this year.

In addition to its business with video service providers, Viamedia is focused on building out its partnerships and businesses with streaming and other connected TV platforms. Last year, it forged a partnership with cricket-centric programmer Willow, which integrated its advanced programmatic ad technology to more-precisely target viewers with a focus on efficiency and revenue growth.