4C Expands Linear TV Inventory with Two New Partnerships

Nov 07, 2018 • Kari Brownsberger

4C recently announced new partnerships with a4 and MASS Exchange to expand linear TV inventory options for our clients. Through these partnerships, TV planners and buyers can now leverage audience intelligence to plan and execute linear TV advertising programmatically through the a4 range of networks, including A&E, CNN, The History Channel, and Discovery, as well as AMC Networks via MASS Exchange.

4C clients can target linear scatter campaigns at scale across these national networks with first- or third-party data, or apply unique, advanced 4C audience segments. Inventory and audiences are managed through a fully self-service tool with live, real-time access to inventory avails and performance data. 4C pioneered this self-service tool through partnerships with NBC Universal and Mediaocean, and clients are now using the solution for linear scatter buying as well as audience-driven Upfront allocations.

Adam Gaynor, VP AMCN Agility, says “Leveraging their dynamic inventory and pricing management tools to expose more inventory to advertisers, we’re able to offer our partners a new standard of accessibility that improves their ability to execute targeted media plans.”

“4C’s partnership with a4 creates the ability to buy data-driven linear at scale,” said Anupam Gupta, CPO, 4C. “We are enabling automated access to inventory from 95+ national networks with audience guarantees, making for smarter buys and more effective reach.”

“These new partnerships represent major steps forward in helping advertisers evolve their approach to television campaigns by leveraging data and technology to reach the most valuable audiences,” said Lance Neuhauser, CEO, 4C.

4C also recently announced new premium video integrations with FreeWheel, SpotX, and Telaria that make OTT advertising inventory accessible alongside linear TV and social video in 4C’s Scope platform. 4C launched Scope in April to deliver marketers the first self-serve platform to unify audience intelligence, activation, and analytics across TV, social, digital, and mobile marketplaces.

Interested in learning more? Reach out to your 4C representative or contact us to learn how you can work with 4C.