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Mediaocean, a leading provider of end-to-end media management workflow software, plans to partner with VideoAmp to create a fully integrated TV planning and optimization solution for the upfront and scatter markets.

VideoAmp is the leading provider of linear TV planning and optimization software. The partnership is expected to substantially improve the methods available to brands and their agencies to optimize committed network television buys.

The partnership is definitely driven by market trends. Though huge growth in OTT services, social video, and VOD have driven agencies and brands toward significant programmatic digital budgets, the option to manage premium upfront television buys with the same precision has been elusive.

Now Mediaocean clients using VideoAmp to automatically pull/push optimized linear TV plans will be able to select first and third party digital audiences (or segments), alongside traditional TV audiences, and optimize schedules for a single brand or a portfolio of brands.

“For the first time, agencies and brands are able to take their massive commitments made in the upfront and allow for programmatic optimization and targeting across brands using Mediaocean’s and VideoAmp’s software,’ said Ramsey McGrory, the CRO at Mediaocean. “This partnership will empower agencies to optimize their brands’ committed linear TV, VOD and digital video buys together for far greater ROI and efficiency. This is an important step toward converging linear and digital buying completely, and we’re happy to launch this with VideoAmp.”

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