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Infra.tv has rebranded its subsidiary TheViewPoint as Upstream, transitioning from traditional supply-side platform technology to a direct sales automation solution for CTV publishers. This shift follows the 2022 acquisition of TheViewPoint, which previously offered commodity SSP services.

Upstream aims to enhance operational efficiency by automating direct sales, a critical area for publisher revenue. Major publishers, including NBCUniversal and Paramount Advertising, have adopted the platform, recognizing its potential to streamline operations while maintaining valuable direct relationships.