“Connected TVs continue to be a driving force behind turning the TV screen into a full-funnel marketing tool, bringing together the premium environment of television with all the tools digital has and more," said Adam Helfgott CEO of Madhive, which supports the SSAI protocol and began working with local broadcaster TEGNA in 2017 on streamlining campaign planning, buying, and measurement to give broadcast sales better returns. Through its self-service ad serving platform, advertisers can customize and automate the buying process into a single operating system that ad and operations teams can use to increase revenue.