InterMedia Advertising has implemented new CTV conversion tracking and targeting initiatives in collaboration with publishers including Tubi, NBCU, and Paramount. The projects leverage technology from Pier 39 and Pontiac Intelligence to enable show-level targeting and AI-driven sentiment analysis for direct publisher buys.
Closing the feedback loop for direct CTV buys addresses a long-standing inefficiency where publishers lacked visibility into which impressions actually drove actions. By integrating conversion data directly with major networks like NBCUniversal and Paramount, InterMedia is shifting direct deals toward the performance standards expected in programmatic environments. This move signals a broader ecosystem shift where legacy media owners must adopt granular attribution to compete for performance-oriented budgets. Watch for whether these attribution standards become a baseline requirement for all direct CTV upfront commitments in the next broadcast cycle.
InterMedia has implemented conversion tracking across Tubi, NBCUniversal, and Paramount to eliminate visibility gaps in direct publisher buys. By utilizing Pier 39 and Pontiac Intelligence technology, the initiative provides real-time feedback loops. This shift allows legacy networks to optimize performance campaigns, mirroring the capabilities typically found in programmatic advertising environments.
The initiative includes direct publisher buys on Tubi, NBCUniversal, and Paramount.
The technical stack is provided by Pier 39 and Pontiac Intelligence, enabling privacy-safe, show-level targeting at scale.
It addresses long-standing inefficiencies where publishers lacked visibility into which impressions drove actions, allowing direct deals to meet the performance standards of programmatic channels.
AI-driven sentiment analysis is being utilized to measure the impact of advertising against positive local news content.
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