Column6 & IMS Partner for Development of Latin American Connected TV Exchange & Sales Efforts

New York, April 2020 – Column6 and IMS Interned Media Services have established a partnership through which both organizations will be expanding programmatic Connected TV advertising opportunities throughout Latin America.

IMS Internet Media Services is a leading digital marketing and communications company that establishes partnerships with rapidly developing companies that seek to expand their offer worldwide. IMS helps brands reach new levels of attraction and grow globally through their unique ecosystem of business alliances, creative and content solutions, and media management and investment services.

Column6’s software will power ad serving and transactions for the new Connected TV exchange in Latin America, leveraging IMS’ demand and supply partners. This will further expand Column6’s footprint in the Latin America market while reinforcing two of its core efforts:

  1. Creating a marketplace specifically for Connected TV that will provide capabilities needed to increase performance in the medium and to maintain the high value of the inventory.
  2. Bringing LatAm buyers and sellers closer together by helping with the optimization of the supply route and facilitating direct connections.

“As the overall pace of Connected TV adoption and advertising continue to increase, we have been stressing the importance of CTV-specific capabilities and markets that highlight the value of the ad space” said Mark Yackanich, CEO of Column 6. “It’s great to have a partner like IMS that sees the same opportunity and wants to ensure clients on both sides of the transactions are equipped with all the tools needed.”

With this partnership, the two companies continue to bet on the development of the industry with offers of more transparent CTV media and services, direct access to the opportunities, and improved reach to target audiences. Column6 complements IMS’s programmatic efforts by using its technology to improve the investment margins of the advertising brands in their campaigns.

“We are delighted to partner with Column6 to strengthen our programmatic sales advertising services in LATAM. Its incomparable experience and the technology allows us to provide high quality offers that our advertisers cannot ignore. At IMS we are sure that a genuine development of the industry is achievable with products and services that provide increasingly transparent and functional solutions to the objectives of the advertisers, ”said Bruno Libonatti, Partner and SVP of Media at IMS.

Advertisers, publishers, and apps can contact representatives at either company for more information about how to be a part of the growing exchange.

About IMS

IMS Internet Media Services (IMS), is a leading digital communications and marketing company which creates partnerships with rapidly developing businesses that seek to expand their markets. IMS helps advertiser brands reach new levels of attraction and grow through their exclusive ecosystem of commercial alliances, creative and content solutions, and media management and investment services. Leading organizations such as LinkedIn, Spotify, Foursquare, Twitter, Vevo, Twitch, EA Games, Yahoo, Snapchat and Waze have worked exclusively with IMS to strengthen their presence in Latin America, Europe and Asia. IMS has its headquarters in Miami and also has offices in Brazil, Mexico, Argentina, Colombia, Chile, Panama, Peru, Ecuador, Uruguay, Spain, Italy, Austria, Switzerland, Russia, India, Hong Kong, Poland, Estonia, Latvia, Lithuania, Bosnia and Herzegovina, Bulgaria, Czech Republic, Croatia, Greece, Hungary, Macedonia, Romania, Serbia, Slovenia, Slovakia and Ukraine, Indonesia and Malaysia.

For more information, visit www.imscorporate.com.

ViacomCBS Taps IMS as Pluto TV Marketing Representative Latin American; Column6 to Power Ad Transactions

March, 2021 – ViacomCBS Networks Americas has announced an agreement with Internet Media Services (IMS) to add ViacomCBS’s AVOD OTT Pluto TV, officially launched in Latin America last year, into its commercial partners ecosystem for some markets in the region.

IMS will exclusively represent Pluto TV in several Latin American markets, such as Colombia, Chile, Ecuador, Peru, Central America and the Caribbean, while also being able to negotiate commercial agreements in other countries in the region, such as Argentina, Brazil and Mexico. The agreement will be part of the IMS offer, within its Connected TV marketplace, an initiative that offers advertisers access to an audience that consumes content through CTV devices. The partnership agreement between ViacomCBS and IMS will allow Pluto TV to join IMS’s portfolio of strategic partners, made up of LinkedIn, Twitter, Warner Music, Twitch, Activision Blizzard Media, EA Games and Snapchat in Latin America. To make this alliance effective, IMS will work together with Column6, part of a previously announced partnership between the two companies.

“We are proud to be able to run this exclusive partnership with Pluto TV, which is a platform that has been experiencing great growth in a category that consumers have adopted very quickly. We believe that advertisers will find in this alternative an opportunity to boost their businesses”, reported Ignacio Vidaguren, CEO at IMS.

From ViacomCBS they have also expressed themselves on the partnership through Eduardo Lebrija, EVP & CCO at ViacomCBS Networks Americas. “Pluto TV has set a trend in Latin America since its launch, and based its business strategy on successful partnerships with leading partners at all levels. We are sure that the alliance with IMS will be very beneficial, since Pluto TV is an ideal platform for advertisers to find a safe investment environment, in a totally new AVOD offering, with more than 70 channels with the best content, totally available for free”, reported the executive.

Column6 will power the programmatic availability of IMS’s Pluto TV inventory in the region, utilizing their ad management platform built specifically for Connected TV. This will enable advertisers to set up automated ad campaigns through IMS with confidence and transparency, and ensure they can target the audiences and channels they desire.

ViacomCBS reported that Pluto TV features more than 150 content partners in Latin America and already offers 70 channels, available in 18 Latin American countries. In addition, the AVOD OTT already reports more than 36 million monthly active users globally. In the SVOD field, the company relaunched Paramount+ in the region last Thursday.

Column6 Partner News: Atedra Adds CTV/OTT to Digital Advertising Inventory Through Partnership with Media Pulse

September 13, 2021 – Atedra, a leading global provider of digital advertising solutions, today announced that the company has expanded its demand-side platform to include connected television (CTV) and over-the-top (OTT) streaming inventory through a partnership with Media Pulse Insights & Technology. The expansion further establishes Atedra as a leading omnichannel demand-side platform (DSP) providing advertisers and agencies access to a full range of media including digital, mobile, and Digital Out-of-Home.

“As consumers in Canada and beyond increase consumption of streaming content via smart TVs and other devices, advertisers are craving access to CTV/OTT inventory to help them engage audiences in this relatively new environment,” said Geneviève Michaud, VP Alliances, at Atedra. “In partnering with Media Pulse, we can help our clients extend their multichannel marketing efforts and capitalize on emerging opportunities in this media segment with access to the premium level inventory Atedra clients have come to expect.”

According to eMarketer, 63% of Canadian households already own a CTV device. Since the pandemic began in March 2020, there has been a 200% increase in CTV consumption. Advertisers expect to increase spending on CTV/OTT by 22% in the second half of 2021.

Media Pulse focuses specifically on aggregating and curating the most popular, broad, and niche connected television apps, platforms, and MVPD’s in North America. The partnership provides Atedra with unique access to a one-stop-shop of premium, price-efficient connected television inventory at scale.

“We are very excited to enable a trusted, Canadian-owned and operated company like Atedra with the ability to sell and bring our connected-television marketplace to their portfolio of premium omnichannel inventory,” said Christopher Law, CEO of Media Pulse. “Atedra’s solid reputation, expertise, and ability to service the entirety of the Canadian marketplace are just a few reasons this business decision was an easy one.”

Column6 & Pixalate Partner to Continue to Protect CTV Advertising in the US & LatAm

New York, December 6, 2021 – Column6, the global advertising management platform built for Connected TV (CTV), has announced a business partnership with Pixalate, ​​the market-leading fraud protection, privacy, and compliance analytics platform for CTV and Mobile Advertising. Pixalate will provide Column6 with invalid traffic (IVT) detection and filtration on CTV ad campaigns. Column6 will also leverage Pixalate’s ad fraud Supply Path Optimization (SPO) technology via the Pixalate Analytics platform.

This marks another push forward for Column6 in providing its clients with CTV-specific tools and services that create efficiencies and improve advertising results. In 2018, Pixalate, a leader in the space, was the first company to achieve accreditation from the Media Rating Council (MRC) for invalid traffic detection on CTV. Pixalate’s technology specializes in sophisticated invalid traffic (SIVT) detection, which will be a key component of efforts to eliminate CTV fraud and protect budgets in the coming years.

This comes at a time when CTV is a pivotal medium for brand advertisers to find safe, secure, and trustworthy sources, as overall inventory has seen immense growth in the past few years. As advertisers move dollars into CTV, they would like to see the same verification options they’ve come to expect from other forms of digital media. It means real-time quality reporting for analysis and optimization, from a trusted third-party source, which Column6 is able to provide through its relationship with Pixalate. Benchmark results so far have seen Column6 improve upon Pixalate’s thresholds that are in place for the CTV market, crediting both the quality of its partners and its commitment to eliminating extra steps between buyers and sellers.

“We are excited to announce our partnership with Column6 in the increasingly important CTV arena, which has grown 210% since 2019 and now reaches 86% of U.S. households, according to our latest data,” said Jalal Nasir, CEO of Pixalate. 

Pixalate’s H1 2021 CTV Ad Supply Trends Report also shows that the LATAM CTV market, where Column6 has established an exchange that has seen rapid growth over the past few years, has seen open programmatic CTV ad spend increase 482% YoY. The business partnership between Pixalate and Column6 spans campaigns and inventory in all markets, providing consistent monitoring and measurability for all of Column6’s clients across the globe.

“For us, it comes back to eliminating as many intermediaries as possible in the supply chain,” said Mark Yackanich, CEO of Column6. “We want to make it easy for both buyers and sellers to transact on this inventory, and we want them to do so with confidence that they are reaching real consumers. We’re happy to have these Pixalate tools that help back up the effect of that. Our goal is to be one the cleanest clients that Pixalate offers its services to.”

Column6 is using Pixalate to monitor supply regularly while providing campaign-level measurement as an option for any advertiser running through the Column6 exchange.

About Column6

Column6 is a global advertising management platform built for connected TV. The C6 Platform encompasses a fully integrated SSP, Ad Server, Data Enablement and Exchange, all of which are designed for the unique needs of Connected TV apps and the teams that manage their inventory. Column6 provides ad management tools specific to CTV: Unified programmatic and managed demand optimization, audience targeting, real-time reporting, app content flagging, ad podding and frequency/exposure management. The software is paired with a transparent marketplace for demand, producing more informed transactions and improved relationships between buyers and sellers.

Column6 works with many of the industry’s highest quality, progressive CTV media owners across North and South America. Offices are located in New York and Denver.

About Pixalate

Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising. We work 24/7 to guard your reputation and grow your media value. Pixalate offers the only system of coordinated solutions across display, app, video, and OTT/CTV for better detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and OTT/CTV advertising. www.pixalate.com

DigitalReef Completes Acquisition of Connected TV Advertising Management Platform, Column6

With more than 500 million mobile devices active in Latin America, it is impossible to overstate the impact they have on the daily lives of businesses, families and the folks that use them. One of the key uses of mobile devices is the consumption of streaming video and TV with nearly 4 billion people globally projected to watch over the top (OTT) video content by 2026. In order to unlock the connected TV experience for our network of mobile carriers and app publishers, DigitalReef has acquired connected television advertising platform Column6.

Take a look at our Products & Capabilities for Publisher Partners and Advertisers.

The equivalent of the entirety of the connected television content library is available in the palm of the hands of hundreds of millions of mobile device users around the world. The combined company can enable a true omnichannel advertising and engagement solution that can unite app publishers, mobile network operators and advertisers. 

Column6 brings the ability to reach the active US CTV households through its network of more than 2,500 application integrations and 25 programmatic bidders. The proprietary technology behind the Column6 platform and exchange exclusively supports CTV/OTT focused advertisers. It is also at the forefront of an exploding opportunity for global brands and publishers. 

By 2025, the US is forecasted to spend more than $30B on CTV ads, an increase of more than 233% from the $9B spent in 2020. Global CTV impressions in 2020 increased 60% year over year and connected TV accounted for 40% of all video impressions, up from 31% in 2019. 

Column6 joining the DigitalReef family connects viewing audiences in Canada and the US with DigitalReef’s network of more than 3,000 publishers and carriers through DigitalReef’s marketing platform, DR-ONE. 

The opportunity to bring the learning of the US streaming market that the Column6 team has developed to the Latin American market is an opportunity that was impossible to pass up. The LATAM mobile ecosystem is fundamentally different from what content producers in the US are accustomed to. Whether it’s the way consumers acquire their devices or how they consume streaming media, the differences are vast. While the second-screen experience has become the norm in the US, the mobile device is oftentimes the only device for many LATAM users. 

Having the ability to engage with and reach key audiences through video and over the top (OTT) content gives DigitalReef customers a massive advantage. The streaming market will continue to evolve and this combined platform presents tremendous opportunities for mobile network carriers especially. We’re excited to bring this combined functionality to anybody looking to connect with, engage and reach key audiences around the world. We’re looking forward to hearing from you and showing you the power of what will be possible using the DigitalReef DR-ONE platform. 

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