Kapang AdX is a next-generation advertising exchange designed to connect advertisers, broadcasters, streaming television networks and audience endpoints more directly across the Connected TV (CTV) advertising ecosystem. By focusing on the connection between advertising demand and the networks delivering content to viewers, Kapang AdX aims to simplify the CTV advertising supply chain and help reduce unnecessary intermediaries between advertisers and premium streaming inventory. The objective is to create a more transparent, efficient and commercially sustainable approach to CTV advertising, giving content owners greater control over how their audiences are monetised.
Traditional CTV advertising can involve multiple supply-side platforms (SSPs), ad exchanges, resellers, demand-side platforms (DSPs) and other technology providers, each potentially adding fees, complexity and additional points of failure. Kapang AdX takes a direct-to-network approach, designed to connect advertising demand with participating television networks and their distribution endpoints. By prioritising direct relationships and streamlined advertising workflows, the platform aims to improve supply-chain transparency, help preserve advertising value and enable publishers to understand more clearly how their available inventory is being monetised.
For broadcasters and streaming networks, Kapang AdX provides an opportunity to monetise CTV audiences across connected televisions and supported streaming distribution endpoints. Rather than treating a channel simply as another inventory source in a crowded advertising marketplace, the approach focuses on connecting advertising opportunities with the actual networks delivering content to viewers. This supports the commercial development of ad-funded Streaming TV, including linear streaming channels, eligible video-on-demand content and other supported CTV experiences. The aim is to help content owners turn viewing hours into measurable advertising opportunities and build a stronger relationship between audience engagement and revenue.
Direct CTV Advertising and Audience Endpoint Monetisation are central to the Kapang AdX proposition. By bringing advertising technology and distribution relationships closer together, the platform can support more coordinated delivery of advertising campaigns across participating networks and compatible endpoints. Depending on the integration, available audience data, advertising formats and partner capabilities, campaigns may benefit from improved inventory visibility, more relevant ad delivery, reporting and measurement. This creates opportunities for advertisers to reach audiences through streaming television while enabling networks to develop commercial strategies around their content, viewing patterns and available advertising inventory.
Kapang AdX is designed to support a more sustainable economic model for CTV advertising monetisation, where the value generated by a viewing session is not lost through an unnecessarily complex chain of intermediaries. A more direct supply path can help participating networks retain a greater proportion of advertising revenue, subject to agreed commercial terms, platform costs, demand availability and campaign performance. With transparent reporting and effective inventory management, the model aims to move beyond distribution metrics alone and place greater emphasis on the commercial outcome: connecting advertising investment with genuine audience viewing and revenue for the networks that deliver the content.
Kapang AdX, powered by View TV, represents a more direct approach to the future of Connected TV advertising, bringing advertisers, streaming networks and audience endpoints closer together within a connected monetisation ecosystem. By combining advertising exchange capabilities with the wider View TV streaming and distribution environment, Kapang AdX aims to help broadcasters and content owners unlock the value of their audiences while giving advertisers access to participating CTV inventory through a more streamlined supply chain. The vision is straightforward: make CTV advertising more transparent, reduce unnecessary complexity and ensure that the networks creating and delivering valuable television experiences have a stronger opportunity to benefit from the advertising revenue those audiences generate.