By Jonathan Easton

TV maker VIZIO has announced a partnership with Verizon Media for cross-platform and CTV advertising solutions.

The deal sees Verizon media gain demand-side platform (DSP) access to VIZIO’s Inscape viewership data from more than 18 million opted-in VIZIO Smart TVs from across the world. Gaining access immediately, Verizon Media will be the exclusive DSP to access this data beginning in 2022.

VIZIO will remain the exclusive seller of its guaranteed inventory and data licensing, but the agreement also makes Verizon Media its preferred supply-side platform (SSP) for programmatic ad monetisation.

VIZIO will see its cross platform ad retargeting product Household Connect strengthened via Verizon Media’s unified ad platform. As such VIZIO can now offer audience extension campaigns to advertisers powered by Verizon Media’s omnichannel marketplace and cross-device Identity Graph.

Chief business officer, Verizon Media, Iván Markman said: “The evolving TV landscape creates unique opportunities and challenges for our customers. To meet and exceed the needs for growth in this area, we continue to strengthen our unified ad stack, which is an end-to-end, integrated ecosystem that delivers sustainable Identity, access to premium inventory and data, and the tools that drive performance and efficiency.

“This partnership with VIZIO illustrates the deep and meaningful integrations we can forge, and reflects our commitment to leading in the CTV space. Together, we’re empowering our advertisers with exclusive data from the industry’s top hardware and software provider, and strengthening our solutions for publishers.” Chief revenue officer, Platform+ at VIZIO, Mike O’Donnell said: “VIZIO has built a CTV advertising ecosystem centered around premium partnerships and our direct-to-device offering. Our relationship with Verizon Media will enable us to expand our reach, bridge the gap between TV and mobile, and create more impactful and actionable premium advertising experiences across platforms.”