Viamedia and Minerva Networks Form Strategic Alliance to Enhance Cross-Platform Advertising

On August 19, 2024, Viamedia, the nation’s largest independent advertising representative firm, announced a new strategic partnership with Minerva Networks, a prominent provider of advanced entertainment delivery solutions. This alliance will see Viamedia’s Parrot Ad Decisioning System (ADS) integrated into Minerva’s platforms, significantly advancing programmatic advertising capabilities for multichannel video programming distributors (MVPDs) and broadcasters. This collaboration is set to streamline ad insertion processes and improve inventory management across both traditional and connected TV (CTV) formats, ensuring a cohesive integration that aligns advertising campaigns across linear and streaming channels.

The Parrot ADS from Viamedia simplifies ad management by allowing a single order to encompass both linear and streaming inventories, consolidating them into one invoice with no additional effort required from clients or agencies. The integration with Minerva will strengthen this system by supporting ad insertion on additional networks and facilitating smooth transitions for sales teams to addressable platforms.

David Solomon, CEO of Viamedia, remarked, “Minerva stands out in Free Advertising Streaming TV (FAST) ad delivery and content navigation. Together, we are enhancing the Parrot ADS to revolutionize the advertising industry. This partnership positions us at the cutting edge of industry innovation, markedly increasing efficiency and unlocking significant revenue potential. It sets a new standard for excellence in programmatic TV advertising, reinforcing our dedication to advancing advertising technology.”

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CDE Lightband, a municipal power and broadband provider based in Clarksville, TN, has maintained a 17-year relationship with both Minerva and Viamedia. The provider, which offers both traditional and streaming video services, recently collaborated with Viamedia and Minerva on testing and launching the Parrot ADS solution. Christy Batts, Chief Broadband Officer at CDE Lightband, stated, “The integration of Viamedia’s Parrot ADS with our Minerva-powered Cloud TV services will revolutionize our ad management and delivery. We expect this comprehensive service to boost our operational efficiency and increase revenue by providing more targeted and valuable ad impressions.”