Simulmedia launches waste-cutting cross-channel TV advertising platform

Cross-platform TV measurement company Simulmedia has announced the launch of a new platform for automated planning, buying, activation and measurement.

Simulmedia said that TV+ promises to deliver answers to the “endemic problem of fragmentation,” offering access to over 300 million viewers in the US across 120 million households and partnerships with 250 broadcasters, cable operators and streaming platforms. 

The company added that the solution was designed to identify the overlap between viewers of linear and streaming TV in order to prevent expensive audience duplication for brands and their advertising campaigns. 

Such waste has been in the spotlight in recent times, with legacy players in the TV measurement space struggling to deal with changing consumption habits. 

Simulmedia CEO Dave Morgan, said: ​“As the fifth generation of our advanced TV platform, TV+ is the culmination of 14 years of the experience, relationship building and technological innovation needed to make cross-channel TV buying a reality.

“We always anticipated a time when audiences would view premium, ad-supported TV content not just from cable, antenna and satellite delivery, but streamed from the internet, too. And then advertisers would need TV to be targetable and measurable at a granular, unified and transparent audience-based impression level, just like digital. That time is now.”