Reimagine TV advertising with
National Custom Messaging®

Adcuratio is transforming national linear TV by empowering advertisers to activate multiple creative versions within a single commercial unit.

Adcuratio®National Custom Messaging

ADCURATIO PROVIDES

  • Enablement and orchestration tool across full TV landscape, from advertisers to networks to MVPDs and Smart TVs
  • Single targeting and measurement system that works with all data providers
  • Universal middleware that connects all parties without the need for standardization
  • One tool for advertisers and agencies to create and manage addressable campaigns with both SASO and MASO applicability

Integrated Into the Entire TV Ecosystem

Adcuratio's platform enables addressable ad-versioning on National minutes by connecting advertisers & agencies, TV networks, MVPDs and Smart TVs.

Current Adcuratio Partners

The Technical Complexity of National Minutes Enablement

New and custom technology has to be built and integrated across seven layers and four different industries

Adcuratio® Provides SaaS for Layers 2-7 & PaaS for Unification

An independent and decentralized middleware platform delivered as PaaS. Internal enablement tech and adapters required by networks, agencies and distributors delivered as SaaS

  1. The Adcuratio® enablement-tech platform allows each network, MVPD and Smart TV to connect seamlessly to the unification platform
  2. Using a single integration to the platform, a network is connected to all MVPDs/Smart TVs and vice-versa
  3. MVPDs, Smart TVs and Networks maintain full control of their inventory/data and enable only custom-approved features
  4. An advertiser can create a single unified campaign across all Networks, MVPDs and Smart TVs
  5. Data isolation and privacy enforcement is done within each MVPD and Smart TV
  6. Reporting is centralized using an anonymized Adcuratio ID which is assigned to each US HH

Key Capabilities

For Advertisers & Agencies

  • Self-Service UI for multi-network Campaign Design, Monitoring, Reporting, Billing & Invoicing Management
  • Deduplication & frequency capping
  • Near real-time measurement and attribution
  • Omnichannel targeting & measurement across linear, addressable and digital

For Networks

  • Self-Service UI to perform Inventory, Creative, Order, Billing & Invoicing
  • Unrestricted scheduling of addressable spots within Advertiser schedule
  • Centralized orchestration across all endpoints (SASO or MASO)
  • Single device capable of generation various SCTE triggers for various MVPDs
  • Schedule metadata transmission to the MVPDs in their required format

For MVPDs, vMVPDs & SmartTVs

  • Self-Service UI to perform Creative, Target, Order, Billing & Invoicing Management
  • Orchestration/ Translation across multiple “Distribution Endpoints” with varying requirements (no forced standardization) provided at no cost.
  • Centralized orchestration from multiple Network Partners
  • Measurement technology that supports no “off-premise” data sharing

Press

ViacomCBS, Dish, Adcuratio Go Addressable in Broadcast Network Inventory

ViacomCBS and Dish Media said they began delivering addressable advertising impressions during... Read more

VIACOMCBS TESTS NATIONAL ADDRESSABLE ADS WITH DISH MEDIA - ADAGE

ViacomCBS and Dish Media announced today they have executed an addressable... Read more

ViacomCBS, Dish Deliver Addressable Within Live Broadcast

ViacomCBS and Dish Media say they’ve achieved a first by delivering addressable impressions within a live national broadcast... Read more

CBS, Dish claim successful addressable ad impressions on live TV

ViacomCBS and Dish Media said they have delivered addressable impressions within a live national broadcast via MVPD set-top box. Read more

ViacomCBS, Dish Send Out Addressable Ads on National Broadcast

ViacomCBS and Dish Media have taken a step forward in the ushering in of addressable advertising, announcing that... Read more

National Addressable TV has Arrived. But is it Ready for Primetime?

DirecTV, Dish Network, A+E Networks, ViacomCBS, and FOX have joined AdCuratio's... Read more

Press

CBS Plans Addressable Commercials for Broadcast TV in Bid to Vie With Streamers

The people who run one of the nation’s best-known broadcast networks think they’ve come up with a way to slow the flow of ad dollars from traditional TV to streaming-video rivals Read more

DirecTV Joins Adcuratio's Addressable, Versioned TV Ad Solution

AT&T’s DirecTV has joined Adcuratio’s National Custom Messaging (NCM) platform, expanding... See full release

Long-time Buyer Chris Geraci Joins Adcuratio Media

Veteran media buyer Chris Geraci has joined Adcuratio Media as chief client officer. Read more

OMD's Geraci Joins Ad-Tech Company Adcuratio Media

Longtime Omnicom Media Group executive Chris Geraci has joined Adcuratio Media, an advertising-technology...Read more

A+E Networks, Dish and Adcuratio Partner for Household-Specific Targeted Advertising

A+E Networks is looking to expand the scope of its targeted advertising capabilities in a deal with Dish and Adcuratio... Read more

A+E Networks Will Deliver Custom Ads Within Linear Households Via New Solution

A+E Networks has partnered with Adcuratio and Dish Media to offer advertisers the ability to deliver multiple... Read more

Milestones

2015

Founded in Princeton, New Jersey

2016

Minimum viable product build completed

2016

Received sponsorship from Publicis and OMD

2017

Signed Fox, A&E, ViacomCBS & Dish for pilot and launch

2018

Ran the first-ever national Network Addressable TV ad campaign for 6 weeks

2019

Launched end-to-end tech-enablement stacks for MVPDs/Smart TVs, Networks and Agencies

2019

Q4: Launched the Adcuratio single-connect platform which unifies and connects the TV ecosystem

2020

Q2: New MVPD added with November pilot combining them with the rest of the footprint

Continue to expand market penetration over the next 12-18 months

Leadership Team

HARISH NARASIMHAN

Founder & Chief Executive Officer

GEORGE MURPHY

Chief Revenue Officer

CHRIS GERACI

Chief Client Officer

RANJAN DAMODAR

Chief Operations Officer

ADAM KAUPPI

Chief Product Officer