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LTN Global releases signalling system for addressable adverts

LTN Target designed for delivering ad decisioning and ad signalling system integration

LTN Global is launching what it described as a universal signalling solution designed for addressable TV advertising.

LTN Global says that fragmentation in distribution platforms and ad decisioning systems have prevented linear channels from running national addressable ads at scale. LTN Target is meant to help solve this issue, by integrating with all parts of the advertising ecosystem to enable linear addressable advertising on different networks, platforms and workflows.

LTN Target offers frame-accurate signalling to ensure the replacement of an ad with the addressable creative is invisible to the viewer. It has contextual metadata and precision advertising that allows addressable advertising to coexist with traditional linear advertising. There is cross-platform signalling that allows the same addressable ad to play across multiple platforms simultaneously. It also has workflow automation.

The system acts as an automated translation layer and communications proxy between systems in the advertising ecosystem. It interoperates with all ad decision providers, addressable platforms, broadcast automation, traffic and scheduling systems.