The people
What they build
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Working at TMT LAB
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On the TechTO stage
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About
TMT LAB was co-founded by Rodrigo Madriz and builds Spot Direct, which connects into a broadcaster's own infrastructure to know in real time which frame is going to air and who bought it. Through API connections on the digital side it then triggers a campaign the agency has already set up. Madriz demonstrated it at MarketingTO in June 2019, saying the company had been working with Televisa in Mexico for two years and was looking for a Canadian broadcast partner. The company has since shown Spot Direct for linear OTT, AVOD, addressable TV and NEXTGEN TV at CES.
Backers
Described in its own CES materials as a private-equity backed firm; no named investors found.
Quick answers
What does TMT LAB do?
It makes Spot Direct, software that reads a broadcaster's playout feed frame by frame so advertisers can switch a matching online campaign on and off in real time as their TV commercial runs.
Who founded TMT LAB?
Rodrigo Madriz co-founded it and is chief executive.
Why prime time?
Madriz argued on stage that 60 to 80% of a daily TV budget goes into prime time, that viewers second-screen most heavily during the commercials, and that online shopping peaks then too — so that is where synchronising the two pays.