Spectrum Reach is utilizing first-party viewership data and its AI-driven Architect planning tool to integrate linear and streaming inventory for local advertisers. The company claims this unified approach increases reach by 127% while improving cost efficiency for local brands.
The integration of linear and streaming data through the Spectrum Reach Architect tool signals a shift where local advertisers can access the same precision and scale once reserved for national campaigns. By leveraging first-party data across both set-top boxes and IP-connected devices, the company is addressing the fragmentation that often dilutes local ad spend. This move forces competitors to move beyond selling simple impressions toward providing holistic, data-backed business outcomes. As live sports continue to migrate toward streaming platforms, watch for whether these unified reach metrics become the new standard for local media buying across the industry.
Spectrum Reach has launched its Architect tool, which utilizes AI and first-party viewership data to unify linear and streaming ad inventory. This integration increased audience reach for local advertisers by 127 percent. By bridging set-top box and IP-based data, the platform provides local brands with precision and scale previously reserved for national campaigns.
The Architect tool is an AI-driven platform that uses first-party, privacy-protected viewership data to unify linear and streaming ad inventory for local advertisers.
According to Spectrum Reach, the unified planning across linear and streaming environments resulted in a 127 percent increase in audience reach for local advertisers.
Live sports streaming is identified as a primary growth vector for local brands that were previously priced out of national broadcasts.
The tool leverages first-party viewership data from both set-top boxes and IP-connected devices to automate spend allocation and improve ad efficiency.
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