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MiQ launches Advanced TV to unify linear and digital TV advertising

For the first time, UK brands can now coordinate the planning and execution of programmatic TV advertising campaigns across all linear and digital channels, regardless of platform, through a single point of access, with the launch of Advanced TV from MiQ.

Unifying the fragmented world of programmatic TV advertising, where previously campaigns had to be run separately across different linear, OTT and digital platforms, MiQ enables marketers to reach highly targeted audiences across the digital TV and video landscape. All inventory, including YouTube, is now universally accessible without the need to be split into siloed channels.

MiQ data modelling tool Cohorts combines 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 forensic cross-platform targeting, based on the gold-standard linear TV currency augmented with rich digital datasets. Eschewing the use of third-party cookies, Cohorts also supports future-proofed data privacy and compliance by design.

With brands and agencies embracing the emergence of Advanced TV, this unlocks activation opportunities in the programmatic space. This enables them to begin to find hard to reach audiences, understand them better, and measure them more effectively, all in real time.

Critically, MiQ Advanced TV enables brands to ensure they are not reaching the same consumers across different platforms. For example, a campaign run on YouTube will bring incrementality against its linear TV reach, making advertising budgets stretch further and drive greater brand performance. Bringing TV together in this way, backed by MiQ’s longstanding expertise in programmatic performance, makes targeting more accurate and campaigns more measurable for brands.

Pierre de Lannoy, EMEA Strategy Director at MiQ, said: “With MiQ Advanced TV, we’re revolutionising programmatic TV advertising by dramatically simplifying the process of reaching viewers for brands, which is currently complex and fragmented, while removing the costs associated with this. 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. Hundreds of brands in the US, Canada, Australia and India have been enjoying the benefits of MiQ Advanced TV. Now we’ve launched a unique offering that addresses the data, content and targeting needs of the UK market.”

Headquartered in London, MiQ has offices across North America, Europe and Asia Pacific.

MiQ is a client of Bluestripe Media, owner of New Digital Age.