Sinclair introduces addressable OTT ad platform for vMVPDs

Apple TV room
Sinclair's Compulse will sell targeted OTT ads across different platforms including Apple TV. (Pixabay)

Sinclair today rolled out a new addressable OTT advertising platform named Compulse, which will sell 15- and 30-second ads on streaming platforms including Roku and Apple TV.

The platform will also sell ads on gaming consoles, smart TVs and streaming media sticks. Compulse will tap more than 100 third-party data sources to allow ad targeting for age, gender and household income, and also behavioral characteristics such as "intent to purchase a mid-sized sedan" or "travel enthusiast." In all, the platform will have 2,000 individual segments for targeting and will use validated daily reporting on more than 20 different OTT metrics.

"The OTT ecosystem is complex and CompulseOTT makes the local buying process simple and seamless whether buying just one or multiple DMAs. Then we report daily on the campaigns with industry leading third party validated dashboards. It is the best local ad product on the market," said Brian Hunt, head of OTT and CTV advertising sales for Sinclair, in a statement.

"CompulseOTT already has over 500 OTT advertisers and is expanding rapidly into targeting with larger multi-DMA ad campaigns," said Ryan Moore, vice president of digital sales, in a statement.

RELATED: Sinclair wants to build an ad-selling co-op for TV stations

With its new platform, Sinclair will make buying addressable ads on virtual MVPDs easier. Sinclair CEO Chris Ripley told Forbes this week that vMVPDs that carry Sinclair’s local broadcast stations, will provide much of Compulse’s ad inventory.

“What’s unique about what we're offering here is that we've aggregated all the premium suppliers that matter—including our own inventory—so you're not getting long tail content, you're getting premium inventory on high quality programs,” Ripley told the publication.

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