Conviva and global advertising technology leader The Trade Desk, have entered a first-of-its-kind partnership to provide the streaming advertising industry the contextual content signals needed in the bidstream to improve their connected TV campaigns based on signals and effectiveness. Together, the two companies will help premium publishers supply programmatic buyers with the network, genre, rating, length and other detailed data sorely lacking in the streaming industry while still maintaining data control. Details of the partnership, product offering, participating publishers and how premium publishers can participate and benefit, will be available via a webinar in August. According to Conviva’s State of Streaming Advertising report, released in June 2021, only 39% of buyers believe they have the data needed to run streaming ad campaigns effectively and only 8% of buyers feel streaming content has context that is safe for their brand. The partnership between Conviva and The Trade Desk directly addresses these concerns and will enable The Trade Desk to be the first to provide its customers with streaming contextual advertising, a first for the industry. Conviva sources census, real-time content metadata straight from the video player of premium publishers making it the most reliable set of streaming content data in the industry. Specifically, its proprietary Stream Sensor™ technology is currently embedded in 3.3 billion streaming video applications, measuring in excess of 500 million unique viewers watching 180 billion streams per year with nearly 2 trillion real-time transactions per day across more than 180 countries.