LEXINGTON, Ky., June 24, 2026 (GLOBE NEWSWIRE) -- Viamedia.ai, a next-generation ad tech company built to solve the challenges of today’s fragmented media ecosystem, today announced a partnership with Hearst Television that enables true household-level addressability for broadcast television for the first time.

This development follows an extensive market test to enable targeted television advertising via dynamic ad insertion within streams using broadcast spectrum. The test, conducted over several months, involved Viamedia, Hearst Television station WLWT-TV and MediaKind (formerly Harmonic), whose advertising SaaS product provided technology enabling last-mile, household-level ad delivery.

The new tool provides a station like WLWT the ability to participate in previously unavailable markets which could drive a 25% increase in monetizable impressions.

The partnership marks a fundamental shift in how broadcast television inventory can be activated and monetized, allowing advertisers to target specific households utilizing ad inventory of the most-watched linear video outlets in markets across the country. Through Viamedia’s Parrot Ad Decisioning System (ADS) platform and Hearst Television’s architecture of a compatible broadcast technology infrastructure, advertisers gain access to precision targeting and flexible buying models initially on Hearst Television’s inventory in select markets. 

Parrot ADS manages and monetizes advertising across linear, CTV, and programmatic environments. It helps broadcasters and MVPDs alike to unify ad delivery, extend campaigns across screens, and simplify reporting and monetization across the TV ecosystem.

Hearst Television can now make select inventory available for dynamic, data-driven activation, meeting advertiser demand for heightened audience addressability and measurability and turbocharging the already powerful advertising proposition of local TV advertising with added analytics and performance metrics.

“Local broadcast TV delivers unparalleled impact for advertisers within targeted markets and we’re adding to our toolkit the capabilities to target not just the whole of the market but specific households within markets,” said John Robertson, Hearst Television vice president, distribution. “As we evolve our business alongside our valued partners in the media-buying and distribution communities, it’s imperative that we use technology that makes our linear inventory even more efficient and impactful. Viamedia has delivered an effective tech solution that enables us and MVPD partners to deliver addressability across broadcast streams coupled with the advanced data, analytics and transparency marketers seek. The result is a holistic ad buy – a one-stop-shop encompassing linear and digital attributes.”

“The TV viewing audience remains one of the most attractive scaled opportunities for advertisers to reach engaged consumers, even as the ecosystem grows increasingly fragmented,” said Evan Rutchik, president & chief strategy officer of Viamedia. “While CTV and FAST Channels are growing in popularity among advertisers, linear still accounts for a massive audience. By bringing true addressability to Hearst’s broadcast inventory, we move the market toward a model where broadcast delivers the same level of precision and accountability that advertisers expect from other channels, which can help create additional value for all parties – including broadcasters, MVPDs agencies, and brands. We are excited to work with Hearst Television to bring this inventory to market for advertisers who appreciate premium content and localized ad delivery.”

“TV, especially broadcast, offers great value to advertisers, and the ability to precisely target a specific audience dramatically increases the importance of the channel in media plans,” said Phil Sloan, senior vice president and managing director, Canvas. “Hearst Television, Viamedia and their partners have opened the door to making all of TV a performance-driven channel, meeting advertiser demand. We look forward to continuing to explore this for our clients’ campaigns as they look to raise awareness and measure outcomes.”

Viamedia’s approach operates across a three-part ecosystem: broadcaster inventory, distribution infrastructure, and the Parrot ADS technology layer. Together, these components allow broadcast spots to be delivered dynamically in addressable form within qualifying environments, supporting both local and national campaigns.

Viamedia uses artificial intelligence to unify a process that previously required advertisers to balance multiple vendors and data sources to reach audiences across a plethora of screens. The goal is to unlock faster execution for buyers, but also to open new monetization opportunities for MVPDs, video providers, and now also broadcasters.

Hearst Television is a Supporting Member of the Go Addressable trade organization whose mission is to further accelerate the advancement of addressable TV advertising.

About Viamedia.ai
Viamedia.ai combines trusted local television expertise with AI-powered digital innovation to deliver unified omnichannel advertising solutions. The platform enables brands and agencies to plan, activate and measure campaigns across linear TV, connected TV and digital channels through a single, intelligent interface. For more information, visit www.Viamedia.ai.

About Hearst Television
Hearst Television owns and/or operates 35 television and two radio stations serving 27 media markets across 39 states reaching 24 million U.S. television households. Through its partnership with nearly all major networks, Hearst Television distributes national content over more than 120 video channels including programming from ABC, NBC, CBS, CW, MY Net, MeTV, Estrella and more. The radio stations are leaders in Baltimore news/talk and rock music listenership. Its Hearst Media Production Group unit produces original programming across linear and streaming platforms for domestic and international distribution. Its Very Local app, free to download on household OTT devices and available across popular streaming services, offers 24/7 access to local news, weather and an array of local and regional programming. Hearst Television is recognized as one of the industry's premier companies and has been honored with numerous awards for distinguished journalism, industry innovation, and community service. Hearst Television is a wholly owned subsidiary of Hearst.

Contacts:
For Viamedia: Alyssa Tognetti, Alyssa@broadsheetcomms.com
For Hearst Television: Tom Campo, Tom@CampoCommunications.com