Programmatic media and data specialist MiQ has launched its new Advanced TV platform in the UK.
The company says the tool will allow UK brands to seamlessly coordinate the planning and execution of programmatic TV advertising campaigns for the very first time.
Advanced TV allows advertisers to plan simultaneously across all linear and digital channels, regardless of platform, through a single point of access.
Where previously campaigns had to be run separately across different, fragmented linear, OTT and digital platforms, MiQ enables marketers to reach highly targeted audiences across the digital TV and video landscape taking in all linear, OTT and digital platforms including YouTube, significantly.
MiQ’s data modelling tool Cohorts, meanwhile, can combine TV data sets such as BARB and ACR data, along with its own unique agnostic, cross-DSP view of programmatic audience data, to enable consistent cross-platform targetting, based on gold-standard linear TV currency and rich digital datasets. Cohorts also claims to future-proof data privacy and compliance through its avoidance of third party cookies.
MiQ Advanced TV’s technology also enables brands to ensure they are not reaching the same consumers multiple times across different platforms, offsetting TV reach against that on YouTube for example, and stretching advertising budgets further without affecting brand performance at a time when value is needed more than ever.
MiQ’s EMEA strategy director Pierre de Lannoy says: “With MiQ Advanced TV, we’re revolutionising programmatic TV advertising by simplifying the process of reaching viewers for brands, which is currently complex and fragmented, while removing the costs associated. At the same time, we’re driving better measurement of performance into the linear TV space to ensure ad spend works harder for brands whatever platform they use.”
MiQ runs its UK operations from offices in Manchester and London, and de Lannoy adds that hundreds of brands in the US, Canada, Australia and India are already reaping the benefits of its Advanced TV tools.
