• by Karlene Lukovitz  @KLmarketdaily, March 3, 2020

Cox Media Group-owned Gamut has launched a new technology platform for its local OTT video advertising solution, Gamut Total. 

The platform has a self-serve user interface, and lets buyers manage planning and buying, activate ads, and measure campaign effectiveness in real time, according to the company. 

The platform is integrated with Media Ocean and Strata. Its planning tool lets users see local inventory availability and forecast media plans using calculations including GRPs and broadcast calendar flighting. 

The Total solution includes inventory and data from exclusive publisher partnerships, yielding information including numbers of viewers who saw and recalled an ad, visited a physical store, and purchased a product, according to Soo Jin Oh, Gamut SVP of client solutions and strategy.