a4 announces multiscreen planning, activation platform

a4, the cross-screen targeted advertising company launched by Altice USA, has simplified the media planning process by introducing its next generation platform, Athena, the company said.

Athena by a4 was designed to help agencies and brands rapidly build targeted, audience-based media-plans and execute them from a single, easy-to-use platform. It improves on a4´s Total Audience Platform (TAPP), which has fueled thousands of TV campaigns saving an average of 65% off of incumbent plans since its inception in 2015.

Athena uses the same robust audience data set across both TV and digital to analyze consumption patterns and determine optimal placement between screens. Audience sets become more granular, leveraging TV viewership data and custom onboarded CRM files to enable a new level of precision in planning. A4 — and their clients who are piloting Athena — are expecting even better cost efficiency, better integration between traditionally siloed media plans and faster speed to market.

a4 is a brand of Altice USA and the company´s advanced advertising and data business, which provides audience-based, multiscreen advertising solutions to local, regional and national businesses and advertising clients.