Tetra TV, a connected TV-focused advertising network co-founded by former Roku executives Steve Shannon and Jim Lombard, has gone live in the US.
The company aims to let advertisers easily buy and dynamically insert ads across platforms including Apple TV, Chromecast, Amazon Fire TV, Roku, Sony PlayStation, Xbox, and smart TVs from Samsung, Vizio, Sony, and LG.
“Ad-supported streaming TV is growing fast, but the viewing is fragmented across a wide array of devices and publishers creating siloed video ad inventory,” said Lombard, Tetra TV co-founder and chief revenue officer.
“Tetra TV navigates these complexities, unlocks premium ad inventory, and provides transparent reporting with universal measurement standards for advertisers looking to reach the growing streaming TV audience.”
Headquartered in Los Angeles with offices in New York, Tetra TV intends to solve the “cord-cutter challenge” for advertisers by pooling TV ad inventory and providing unduplicated reach across the US connected TV landscape.
“By combining the benefits of digital ad delivery with the impact of TV, streaming television will become the most powerful ad medium on Earth,” said Shannon, Tetra TV co-founder and CEO.
“Through working directly with premium video publishers and the industry’s most reliable data providers, Tetra TV’s goal is to execute highly efficient, outcome-driven CTV ad campaigns at scale.”
Shannon most recently ran content and advertising at Roku as the GM/SVP of Content and Services, while Lombard launched the Roku video advertising sales offering in 2013 and directed ad sales at the company.