Illustration: Rebecca Zisser/Axios

Simulmedia, one of the oldest TV advertising tech companies, has created a digital marketplace that will help small companies buy TV ads digitally at scale.

Why it matters: For new direct-to-consumer companies (think Dollar Shave Club or Away that launched online), TV marketing can be very expensive and hard to measure. This will bring down that barrier to entry by allowing brands to buy TV ads at a small scale, for less money, in a way that can be measured and tracked through digital ad tech.

“National TV has been a velvet rope game limited to the top 200 companies in America. We're democratizing it so that the little guys can get in the game and can buy TV ads efficiently, which they have not been able to do historically.”
— David Morgan, CEO and founder of Simulmedia

The details: The marketplace, called, is built specifically for small digital upstarts.

  • It uses the same features that make automated digital advertising so approachable (automatic bidding for placements that keeps rates low, real-time reporting of ad performance), but it doesn’t require buyers to spend an exorbitant amount to be able to enter the marketplace.

Between the lines: Direct-to-consumer brands have often resorted to using search and social media advertising online, which are cheap and easy to buy.

  • But that type of advertising, while good for reaching individual prospects and easy to measure, is bad if you want to scale your business.
  • Now, brands will have the opportunity to buy TV ads using similar types of automated technology that will reach a broader audience.
  • This is especially helpful if a company is selling a general consumer product (like suitcases) that could be used by people of different ages and genders.

The bigger picture: Many companies have tried to create this opportunity for small brands before, but Simulmedia thinks their solution will actually work because the marketplace for buying these ads was built with the buy-in of many big TV companies.

By the numbers: The marketplace will include ad inventory from 85 of the top 110 national cable and broadcast networks in the U.S., ranging from niche networks such as Fuse and Hallmark to large network groups like Discovery/Scripps and A&E Networks.

  • In total, it will offer distribution across more than 200 billion national TV ad impressions weekly.

The bottom line: Expect to see ads from the same type of companies that you encounter on Instagram or Facebook (Everlane, Bonobos, etc.) pop up on your TV screen.

Go deeper: TV ads are slowly going digital

Go deeper

Updated 1 hour ago - Politics & Policy

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Global: Total confirmed cases as of 4 p.m. ET: 30,873,714 — Total deaths: 958,383— Total recoveries: 21,103,559Map.
  2. U.S.: Total confirmed cases as of 4 p.m. ET: 6,788,343 — Total deaths: 199,421 — Total recoveries: 2,577,446 — Total tests: 94,211,463Map.
  3. Politics: Testing czar on Trump's CDC contradictions: "Everybody is right" Ex-FDA chief: Career scientists won't be "easily cowed" by political vaccine pressure
  4. Education: What we overlooked in the switch to remote learning
  5. Health: The dwindling chances of eliminating COVID-19.
  6. World: England sets £10,000 fine for breaking self-isolation rules — The countries painting their pandemic recoveries green.

Biden to Senate GOP after RBG passing: "Please follow your conscience"

Joe Biden made a direct appeal to Senate Republicans in a speech addressing the passing of Supreme Court Justice Ruth Bader Ginsburg, urging them to "cool the flames that have been engulfing our country" by waiting to confirm her replacement until after the election.

The state of play: Senate Majority Leader Mitch McConnell said soon after the news of Ginsburg's death that President Trump's nominee would get a vote on the Senate floor.

Leaked Treasury documents reveal how dirty money moves through global banking system

Photo: Eduardo Parra/Europa Press via Getty Images

Thousands of leaked government documents covering at least $2 trillion worth of transactions reveal how some of the world's biggest banks knowingly moved around the money of oligarchs, terrorists and criminals, with few consequences, according to a massive investigation by BuzzFeed News, the International Consortium of Investigative Journalists (ICIJ) and hundreds of other news organizations.

The big picture: The investigation, published on Sunday, examines more than 2,100 suspicious activity reports (SARs) filed by banks and other financial firms with the U.S. Department of Treasury’s Financial Crimes Enforcement Network, known as FinCEN.