Infra.tv has rebranded its subsidiary TheViewPoint as Upstream, introducing a direct sales automation platform designed to simplify the advertising workflow for connected television publishers. The platform addresses operational inefficiencies in the CTV advertising market by automating the management of direct-sold campaigns while reducing reliance on intermediary services and associated costs.
Upstream integrates with major media companies including Disney, NBCU, Paramount, Tubi, and Warner Bros Discovery, enabling publishers to maintain greater control over premium inventory placement and pricing strategies. By automating manual campaign processes, the platform aims to reduce operational overhead while preserving publishers' ability to manage relationships with advertisers and protect premium content positioning.
The rebranding and platform launch reflect growing industry demand for technology solutions that streamline direct sales operations in the CTV space, where publishers seek greater efficiency and margin protection in their advertising businesses.