On October 8, 2024, Lemma, a leading omnichannel platform for emerging media, and Taiv, an AI-driven video technology company revolutionizing venue-based media, announced a strategic partnership aimed at transforming both venue-based and connected TV (CTV) advertising. This collaboration merges Lemma’s programmatic strengths with Taiv’s innovative technology to deliver high-impact video ads in popular bars and restaurants.
The partnership represents a major step forward in the advertising world by introducing new, innovative solutions for audience engagement through venue-based media. By integrating Lemma’s SSP, media buyers will now have access to Taiv’s exclusive inventory via private marketplace deals featuring traditional 15 or 30-second video creatives. This makes it easier for advertisers to expand into new channels, allowing them to incorporate venue-based media into their strategies without any hassle.
Taiv, known for its AI-powered technology, enhances the advertising experience on large screens in high-traffic venues such as sports bars and restaurants. Through this integration with Lemma’s platform, Taiv will offer advertisers greater flexibility and more efficient access to venue-based media, allowing them to seamlessly blend these new opportunities into their existing campaigns.
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The collaboration seeks to streamline and optimize the buying process for venue-based media, ensuring clarity and efficiency. Unlike traditional media, this partnership focuses specifically on venue-based advertising, allowing Taiv’s inventory to stand out with highly targeted opportunities, free from the usual overlap with CTV or digital out-of-home (DOOH) media.
“Our partnership with Taiv opens up new possibilities for media buyers by seamlessly integrating venue-based media with programmatic strategies. This collaboration gives advertisers a unique chance to engage with audiences through high-visibility screens in busy venues, creating a cohesive strategy that combines the best of both CTV and venue-based media,” said Angelina Marmorato, AVP of Sales and Partnerships, North America at Lemma.
“Collaborating with Lemma is a game-changer for the venue-based media industry. By merging Taiv’s AI-powered video technology with Lemma’s robust programmatic platform, we’re making business TV more engaging, profitable, and easier to manage. This partnership empowers advertisers to reach audiences in impactful, dynamic ways, while simplifying the media buying process,” said Tony Siconolfi, Chief Revenue Officer at Taiv.