Infra.tv Rebrands TheViewPoint to Upstream, Launches Direct Sales Automation Platform for CTV Publishers
Infra.tv has rebranded its subsidiary TheViewPoint as Upstream, shifting focus from legacy SSP technology to direct sales automation for CTV publishers. The platform aims to enhance operational efficiency for publishers by automating direct sales, addressing challenges in the CTV supply chain. Early adoption has been noted among major publishers like NBCUniversal and Paramount Advertising, indicating a positive reception of Upstream's capabilities in modernizing direct sales processes.
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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.
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