Finecast, which was launched at WPP’s campus in Madrid, allows advertisers to personalise advertisements across on-demand, linear and live streamed television.

The tool works for content across multiple broadcasters, connected devices, set top boxes, over-the-top providers and game consoles, all through a single point of access.

Approximately 80% of households in Spain are connected to a digital television, which has created significant audience fragmentation and greater difficulty in achieving wider advertising coverage, according to Finecast.

Nicola Lewis, global chief executive officer at Finecast, said: “Our global addressable TV advertising platform brings together and combines the inventory available in the new market reality.

“I've no doubt that Finecast will be as well received in Spain as it has been in other markets.” 

Maribel Vivancos, director at Finecast Spain, said: “With the global advertising platform we are launching, we can regain the lost audience of linear TV by applying greater targeting capabilities using these new TV content consumption environments.

“The advantage of targeting only those households that belong to our target audience, and even creating different segments and targeting them with different creative, allows us to offer more efficient and effective actions.”