ViacomCBS is introducing a new ad platform to help simplify buying inventory across its digital channels.
EyeQ, which will debut in the fall, comes as ViacomCBS goes to market in the upfront for the first time as a combined entity, with digital platforms that include CBS All Access, Pluto and Viacom Video.
“This fundamentally represents the promise of the combined companies: to create scale and simplicity,” says John Halley, chief operating officer, advertising revenue, ViacomCBS.
As traditional media companies bulk up on their digital video offerings through acquisitions and new products, there's a need to clean up the buying process across these platforms. Walt Disney is also in the process of building out a unified ad platform for its linear and digital assets, which now includes Hulu. Disney reorganized its ad tech group in June under Hulu veteran Jeremy Helfand, who now oversees the advertising platforms team.
EyeQ will unify back-end operations, meaning there will be just one order management system and one bill for the agency, Halley says. It will also allow for better control over the frequency in which viewers see an ad to achieve unduplicated reach. The company says it has 50 million unique viewers across its digital platforms.
ViacomCBS will also unify the ad server it utilizes. CBS has been using Google, while Viacom and Pluto use FreeWheel. A decision on which ad server ViacomCBS will choose will come at a later date, Halley says.
EyeQ will support multiple transactional models including programmatic guaranteed and private marketplace. Advertisers can buy content segments, broad demos, advanced segments or customized brand experiences through the platform.
EyeQ will also support a real-time reporting tool that shows agencies and clients where they are spending and how campaigns are performing.