Background

Transmit.Live LLC, an advertising technology company who are leading the way for integrated picture in picture advertising solutions for live streaming.

Their technology provides value for media owners and advertisers by creating cutting edge monetization opportunities for streaming video distribution.

Transmit seamlessly integrates brand messaging without interrupting the primary viewing experience.

Since its founding, Transmit relied on open source libraries to deliver in-house device detection. And in 2021, with the aim of providing additional value to their partners, Transmit sought to overcome their device intelligence challenges.

The Challenge

The OTT ecosystem is relatively new and is developing rapidly. This, combined with the continued growth in OTT consumption and the increasingly fragmented CTV device landscape, has led to many challenges.

Picture in picture advertising has been utlilized by traditional Television networks for quite some time now during live sports, in an attempt to keep viewers’ attention during the ad breaks, but it is becoming more prevalent in the streaming industry.

Streaming TV is on the rise considerably and ad spend on internet connected TV sets (CTV) is set to total $11.4bn this year, up from $8bn in 2020.

“Streaming is fragmenting where consumers go for content, but the ad experiences have not caught up and answered the bell" Seth Hittman, co-founder and chief executive of Transmit.

This provides huge opportunities but at the same time presents many challenges. Device identification accuracy is paramount. OTT publishers need to provide accurate, up to date, reliable data in real time.

Transmit faced these challenges. Their in-house solution, built on open source libraries, became quickly unworkable as they started integrating new partners. It became evident that their solution did not deliver sufficient accuracy, frequently having missing data or considerable discrepancies between their device classification data and that of their partners.

These discrepancies resulted in a vulnerability on their part, and prevented them from being able to turn around accurate reports in a timely manner.

Transmit noted that in different types of digital advertising, it is possible to rely on partners to pass on accurate device information but as Transmit are directly connected with C-TV publishers it was necessary for them to parse the information from the User Agent themselves. They needed a solution to ensure they were gathering the data accurately and providing reliable device data when they sell that inventory.

To deliver additional value to their partners, by taking their device intelligence to the next level, Transmit sought an alternative solution.

The Solution

After exploring several device detection and intelligence vendors, Transmit chose to partner with DeviceAtlas. The device identification capabilities offered matches with Transmit’s core requirements and also offered the ability to leverage potential opportunities down the road.

Data alignment was a key factor in Transmit’s decision making process. Prior to using DeviceAtlas, Transmit would be allocating considerable time and resources to resolving discrepancies with their partners.

Since implementing DeviceAtlas, Transmit have eliminated all discrepancies and greatly reduced the risk of customer dissatisfaction.

DeviceAtlas’ device hardware classification capability was of significant importance to Transmit, enabling them to encode different ad formats, and create custom segments based on the class of device itself.

Having up to date device data was of paramount importance to Transmit in this rapidly growing ecosystem. With plans to expand the number of integrations in the future, Devicetlas removed the hurdle to that and enabled future growth possibilities.

Performance was a key priority for Transmit, and the locally deployed Enterprise model allowed them to control latency.

Transmit noted that the level of support offered from DeviceAtlas greatly aided in the implementation of the solution. The flexibility afforded to the team and the timely manner in which requests were attended to allowed the implementation to be achieved in a considerably tight timeline.

“Having people willing to work with us, basically live, while we were implementing the product, was super important for a successful rollout” Brian Correa

DeviceAtlas delivered a locally deployed device intelligence solution that enables lightning-fast lookups with minimal server footprint. Through its quick and easy to implement, high-performance API, Transmit now has a market leading, accurate, futureproofed device intelligence solution.

Results

“Knowing that DeviceAtlas is a reliable source of information, helps us to keep our customers happy.” Brian Correa, Senior Software Engineer, Transmit.

Transmit’s key goal was to provide additional value to their partners. With DeviceAtlas, Transmit has significantly improved their device detection capabilities and now delivers enhanced monetization opportunities.

Transmit has the peace of mind that they offer market leading device intelligence that their partners can leverage.

Since implementing DeviceAtlas, Transmit has achieved stellar performance improvements. Using DeviceAtlas, Transmit have eliminated discrepancies and all customer complaints related to missing or incorrect data.

“I can say with confidence that we haven't experienced any device data discrepancies since integrating DeviceAtlas.” Brian Correa, Senior Software Engineer, Transmit.

Additionally, Transmit can now focus more on their core business as maintenance of their in-house solution is not required.

Learn more about CTV device intelligence

DeviceAtlas enables AdTech companies to:

• Reliably identify OTT traffic (e.g. Set Top Boxes, Smart TVs, Games Consoles);
• Stay on top of the CTV device landscape more efficiently; and
• Enhance inventory value by providing another detailed layer of targeting.

Learn more about the market leading device intelligence solution for the OTT ecosystem and sign up for a free trial now.