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Charter Communications’ Spectrum Reach will expand its New York advertising business by taking over many of the products and services currently offered by New York Interconnect, which will cease operations on September 28.
New York Interconnect is an advanced advertising joint venture that allows marketers to purchase television and digital advertising inventory across multiple multichannel video programming distributors in the New York market.
Certain New York Interconnect employees will join Spectrum Reach later this year, creating a single team serving advertisers, agencies and marketing partners. Spectrum Reach did not disclose how many employees will transfer or provide additional financial details about the restructuring.
Spectrum Reach said bringing the functions of New York Interconnect into its own organization will reduce operational hand-offs and simplify campaign execution for advertisers and agencies. The company plans to combine its audience-targeting and multi-screen advertising capabilities with New York Interconnect’s local market relationships.
“We are further strengthening Spectrum Reach and New York Interconnect to create even more value for brands and agencies looking to connect with audiences at scale in New York,” Jason Brown, the Executive Vice President of Spectrum Reach, said in a statement on Thursday.
The transition is intended to support advertising across traditional television, streaming and other digital platforms as media buyers increasingly seek campaigns that reach viewers across multiple screens, Spectrum Reach said in the announcement.
—This story first appears at TheDesk.net, a premium source for original news and analysis on the business of media and technology.
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