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.”