Viamedia sells and runs linear ad inventory for advertisers across the United States, working alongside the cable operators whose breaks that inventory fills. Culloma's ad-insertion software runs on Viamedia's own servers, built around the platform they wanted to offer, and it is in production today.
Viamedia is a media advertising solutions provider that puts linear and digital inventory in front of local, regional and national advertisers across the United States. It acts as the sales arm for cable operators, running sales and operations end to end, or running the back office where the partner sells. That means Viamedia supplies the hardware and the software that the linear ad-insertion business runs on, so the insertion layer has to sit inside a commercial operation that already exists, on infrastructure Viamedia specifies itself. It also meant a limit on who Viamedia could serve: plenty of smaller operators had ad breaks going out every day and no ad splicer or insertion platform of their own to fill them.
Viamedia chose Culloma for two reasons: the product had a good foundation to start from, and Culloma was willing to work with them to shape it around their needs rather than hand over something fixed. The software runs on Viamedia's own servers, which Viamedia specified and configured, and the development ran as a joint effort to build the smaller-market ad-insertion and ad-splicing platform they had in mind.
Culloma is very responsive and willing to put in the work necessary to develop the product to meet our needs. It is not often you find a team so willing and eager to roll up their sleeves and accomplish the goals at hand.Randy Lykes CTO, Viamedia
What Culloma and Viamedia built together is in production today, and it is used to open ad-insertion platforms for smaller operators that have no ad splicer or insertion platform already in place. Those operators can now sell and place ads in the breaks they were already broadcasting, and reach their own subscribers directly in the process. The scope of the work has kept growing since, out of insertion and into the commercial flow around it. Viamedia is a live customer and a reference we can arrange.
One of the biggest benefits of using Culloma's products to our MVPD partners is the ability to talk directly to their subscribers in promoting their products and services. Culloma is a knowledgeable and innovative company that is led by people that are truly focused on helping their customers by developing products that meet their needs.Randy Lykes CTO, Viamedia
Working with Culloma has enabled us to bring ad insertion solutions to operators and markets that previously could not justify the cost. Their team is incredibly responsive, working closely with us to understand our needs and quickly develop practical, cost-effective solutions. That flexibility and commitment have helped us unlock new revenue opportunities for our partners while making advanced ad insertion accessible to organizations that previously could not participate. Culloma has been a true partner every step of the way.Wendell Decker SVP IT & Technical Services, Viamedia
If you run linear channels with breaks you are not filling, a short call is the quickest way to find out whether AdRush fits the way you already work. Viamedia is a live customer, and a reference conversation can be arranged.
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