SAN JUAN, PR — For a company that has been around since 2017, Adcuratio has been awfully quiet.
But that changed in December, when A+E Networks and DISH announced a deal that would leverage the Princeton, NJ-based outfit’s technology to help A+E offer national ad sales via its addressable services.
“This has been a product five years in the making,” says Harish Narasimhan, founder and CEO of Adcuratio. “We finished the product in 2017.
“We actually did a light test for six weeks on FX inventory when it was with Fox, now it is moved to Disney/ABC. It was live inventory, six weeks of campaign with real-time credit card spend data. We ran that but, of course, it was all manual because we were testing the technologies.
“We finished testing the technology in 2018 and then DISH and us worked to make it completely viable and also we developed a technology to connect to CTVs. So now we can connect the DISH footprint, let’s say, for example, the Vizio footprint (and) Nielsen footprint all together for the same ad spot.
“We went commercial in December of 2019 and our first commercial fully paid advertiser goes live next month.”
As Variety reported, the partnership means that A+E Networks’ History, Lifetime, A&E Networks and other channels will be able to deliver national ads on a household-by-household basis for viewers who watch via DISH’s satellite TV platform, which has about 9.5 million subscribers.
Adcuratio aims to enable “precision audience targeting” at-scale for national advertisers, thereby increasing returns on their TV media investment.
It offers a self-serve platform called NCM for targeting control, plus a household ad ID to identify targets.
Narasimhan was interviewed by TV[R]EV co-founder Alan Wolk at Beet Retreat San Juan 2020, where he was a participant.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.