The advertising landscape for smart TVs is set to undergo a significant transformation as two industry leaders, DanAds and tvbeat, announce an expanded partnership aimed at revolutionizing Total TV advertising. By combining self-serve technology with unified audience data, the collaboration promises to streamline the buying, selling, delivery, and optimization of advertising across both traditional and digital television platforms.
On April 2, 2025, the Stockholm-based self-serve advertising technology leader DanAds and London-based tvbeat, a pioneer in total TV data unification and audience forecasting, unveiled their integrated platform.
This platform is designed to address the growing challenges of fragmented TV inventory, as viewers increasingly shift between live TV and digital streaming services such as Connected TV (CTV) and over-the-top (OTT) platforms. The result is a unified system that enables broadcasters, publishers, and advertisers to execute more effective Total TV strategies.
The concept of Total TV aims to bridge the gap between linear and digital television by integrating tools for planning, buying, optimizing, and reporting advertising campaigns. This approach leverages unified data and metrics to provide a seamless experience for advertisers and broadcasters alike. The DanAds and tvbeat solution offers a comprehensive suite of capabilities to address the complexities of modern TV advertising.
The platform enables broadcasters and advertisers to gain a unified view of their audience by combining data from both linear and digital platforms. This allows for smarter targeting and planning, ensuring that campaigns reach the right viewers at the right time. Additionally, the system provides accurate cross-platform inventory forecasting, helping advertisers predict audience availability and optimize sales strategies. Campaigns can also be adjusted dynamically in real-time to meet specific performance goals, ensuring maximum efficiency and effectiveness.
Advertisers stand to benefit significantly from this collaboration. The platform equips them with tools for precise targeting, reducing ad fatigue through better frequency control, and providing consistent performance reports across all TV formats. Meanwhile, broadcasters and media companies can streamline their sales processes, automate workflows, and maximize revenue by leveraging unified data and metrics.
“Unprecedented results”
Johan Liljelund, Chief Information Officer and Executive Vice President at DanAds, emphasized the importance of this partnership in shaping the future of TV advertising. “By combining DanAds’ powerful self-serve platform with tvbeat’s cutting-edge data unification, audience forecasting, and inventory management solutions, we are empowering our clients to navigate the complexities of the modern TV landscape and achieve unprecedented results,” he said.
Robert Farazin, CEO of tvbeat, echoed this sentiment, highlighting the value of their integrated approach. “Our technology connects seamlessly with existing siloed trafficking systems and digital ad servers, enabling faster implementation and unlocking greater value from your current tech stack. This approach unleashes the full potential of Total TV—driving increased efficiency, improved audience KPIs, and higher revenue for broadcasters, media companies, and advertisers alike,” he stated.
As the media landscape continues to evolve, this partnership represents a significant step forward in addressing the challenges of fragmented TV inventory. By unifying audience data and automating key workflows, DanAds and tvbeat are paving the way for a more efficient and effective advertising ecosystem, ensuring that smart TVs become an even more lucrative platform for advertisers.
