tvbeat and Spectrum Reach Unveil Programmatic Linear TV Solution

tvbeat, a global leader in Total TV campaign forecasting, planning, and optimization, has partnered with Spectrum Reach to introduce a groundbreaking programmatic linear TV solution to the U.S. market. This collaboration enables advertisers to purchase traditional TV ad inventory with the same automation, targeting accuracy, and efficiency typically associated with Connected TV (CTV) campaigns.

Through this partnership, Spectrum Reach becomes the first U.S. Multichannel Video Programming Distributor (MVPD) to execute video ad campaigns in a fully automated, CTV-style format using linear TV inventory. Traditionally, linear ad buying has required manual negotiations and campaign management. Now, advertisers can programmatically purchase these spots through digital platforms—eliminating friction and opening new opportunities for precise, data-driven targeting on traditional TV.

“This collaboration is a great example of how tvbeat and Spectrum Reach are innovating to meet shifting advertiser expectations and consumer viewing behaviors,” said Dan Callahan, Senior Vice President and Chief Revenue Officer, Spectrum Reach. “With tvbeat’s technology, we’re enabling our customers to purchase traditional TV ads as easily and precisely as they would with CTV—a capability previously unavailable for linear buys. This innovation aims to advance the industry by simplifying and enhancing the ad-buying experience.”

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The solution offers performance-based pricing, meaning advertisers only pay when their ads are viewed by their intended audience. Post-campaign, buyers gain access to detailed impression-level reporting for precise performance measurement. The platform also supports Video Ad Serving Template (VAST) tag execution, a widely used standard for delivering video ads, ensuring seamless integration with existing CTV and digital video campaigns.

“By aligning with Spectrum Reach’s innovative approach, we can help digital advertisers streamline their processes, boost their returns and reach wider TV audiences with the precision of CTV planning,” said Robert Farazin, CEO of tvbeat. “But more importantly, through this partnership, we’re delivering solutions that make it easier for advertisers in today’s competitive landscape.”

This partnership represents a significant step in unifying the linear and digital advertising worlds, providing brands with a scalable, automated way to reach premium TV audiences while maintaining the targeting sophistication of CTV.