What Telly Traffic does

XR Extreme Reach operates an advertising operations platform that serves global brands and agencies across the full lifecycle of an ad — from creative asset management and rights clearance through ad delivery, talent payment, and post-campaign reporting. The platform unifies Asset Management (marketed as AI-powered), Ad Delivery across CTV, Digital, and Linear channels, Rights Management, Talent Pay, Commercial Crew Pay, and Entertainment Pay into a single workflow layer. According to the company's positioning, 90% of Ad Age top spenders and the creators of 80% of Super Bowl ads use the platform, and XR processes the majority of US ad talent payments.

The business model combines enterprise subscription access to the platform with transaction-based fees tied to talent and crew payments flowing through the system. Customers span major global brand advertisers and the agencies and production companies that serve them, with logos cited including Amazon, Microsoft, Coca-Cola, McDonald's, and other household names. Strategic positioning emphasizes end-to-end coverage — creative, rights, delivery, payment, and increasingly accessibility and political-advertising compliance — as the wedge against point-solution competitors.

Recent product activity shows XR extending the platform in three directions: a political advertising platform targeting a regulated vertical; Accessibility services (subtitling and related compliance work, with active UK uptake linked to the Channel 4 mandate); and the formalization of payment flows for AI performers inside celebrity payments. The April 2026 platform update added creative asset reporting, creative approvals, creative preview, and expanded rights management. No revenue, headcount, or funding figures are disclosed in the available source material, limiting quantitative triangulation.

Name

Telly Traffic

Legal name

XR Extreme Reach

Website

https://tellytraffic.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

XR Extreme Reach operates an advertising operations platform unifying asset management, ad delivery (CTV/Digital/Linear), rights management, and talent payments. It serves global brands and agencies, claiming 90% of Ad Age top spenders and the creators of 80% of Super Bowl ads as customers.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales

Revenue model

1. Advertising Operations Platform: Subscription-based platform fees for access to the XR advertising operations platform covering asset management, ad delivery, rights management, and talent payment services for brands and agencies.
2. Talent and Crew Payments: Payment processing and payroll services for actors, athletes, influencers, and commercial/entertainment production crew.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Telly Traffic provides an AI-powered advertising operations platform that manages the full lifecycle of ad production, from creative asset management through talent payments, rights compliance, and multi-platform ad delivery across CTV, Digital, and Linear channels. The platform also offers production payroll and entertainment accounting services for commercial and entertainment productions. It serves major global brands, advertising agencies, and production companies with a unified system for ad operations.

Product overview

XR Extreme Reach is an advertising operations platform offering a unified platform-plus-modules architecture. The core XR Ads platform includes Asset Management (AI-powered creative storage and talent rights), Ad Delivery (global CTV, Digital, and Linear), Rights Management, and Talent Pay (powering 80%+ of U.S. ads). The XR Pay suite covers Talent Pay, Commercial Crew Pay, and Entertainment Pay for production payroll. The XR Media division includes Shots Magazine, Shots Vault, Syndication, Direct Response, and Production Services. Additional offerings include Politics and Accessibility services.

Differentiator

Problem solved

Functional benefit

Products and services

• Asset Management AI-powered platform that brings asset storage, talent rights, and cross-platform delivery together, making ad creative easy to manage and activate. For brands and advertising agencies managing global creative operations.
• Ad Delivery Delivering and tracking ads globally across CTV, Digital, and Linear platforms. For brands and agencies needing unified multi-channel ad distribution.
• Rights Management Manage talent, music, and artistic rights alongside creative assets, ensuring compliance everywhere ads run. For brands and agencies needing rights compliance automation.
• Talent Pay The trusted standard for managing actor, athlete, and influencer payments in advertising, powering more than 80% of all U.S. ads. For brands, agencies, and production companies needing reliable talent payment processing.
• Commercial Crew Pay Hire, onboard, and pay talent behind the camera for commercial productions. For commercial production companies needing crew payroll management.
• Entertainment Pay Simplify payroll and accounting for productions of any size. For entertainment production companies requiring production payroll and accounting services.
• Syndication Full-service syndication solutions powered by speed, reliability, and security. For brands and agencies needing content syndication services.
• Direct Response Activate, manage, and measure all Direct Response campaigns from a single platform. For advertisers running direct response campaigns.
• Production Services Expert end-to-end creative and production services support. For brands and agencies needing production services support.
• Politics Political advertising operations platform. For political campaigns and organizations needing political advertising operations.
• Accessibility Subtitling and accessibility solutions for advertising compliance. For brands and agencies needing accessibility compliance for advertising.
• Shots Magazine World-class editorial and events celebrating the business of advertising. For the advertising industry and community.
• Shots Vault Research advertising credits and upload creative assets. For advertising professionals and agencies.

Quantifiable outcome

• Global Brewing Company saved more than $8 million while launching campaigns faster through COVID and industry strikes
• +3 more outcomes

Named customers23 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

Three partnerships are on record, tiered case_study.

• Dick Clark Productionscase_studyOthersDick Clark Productions utilizes XR for entertainment payroll and production accounting services. Described as one of the best entertainment payroll providers with responsive paymasters, proactive service, and exceptional client support.
• Haleoncase_studyOthersHaleon uses XR for global rights management, gaining full visibility and control over creative assets. Implemented XR to reduce risk, improve efficiency, and unlock value from existing creative assets across teams and markets.
• Pantheon Media Groupcase_studyOthersPantheon Media Group relies on XR for production accounting and entertainment payroll, describing XR as the best payroll and entertainment accounting team with an 'Extreme Team' that lives up to their name.

Scale indicators5 records

Recent moves2 records

Expansion highlights5 records

Broad incumbents

• Amobee: Ad tech platform offering TV, CTV, digital, and social ad management for agencies and brands. Comparable cross-channel ad serving and workflow capabilities to XR's Ad Delivery stack.
• The Trade Desk: Large independent DSP for programmatic advertising across CTV, digital, audio, and retail media. While XR focuses on ad ops/delivery rather than buying, both serve the same enterprise advertisers and overlap in cross-channel campaign delivery.
• Adobe Advertising Cloud: Adobe's ad management, dynamic creative, and audience-targeting offerings (now integrated into Adobe Experience Cloud). Overlaps with XR's creative asset, audience, and ad delivery capabilities as part of a much larger enterprise stack.
• Google Ad Manager: Google's flagship ad server and programmatic platform used by large publishers and advertisers globally. Competes with XR's Ad Delivery at the infrastructure level and is bundled inside a broader advertising platform portfolio.

Others

• DoubleVerify: Ad verification, fraud protection, and measurement platform serving the same enterprise advertisers and agencies as XR. Adjacent rather than directly competitive, but increasingly co-sells alongside ad ops platforms like XR.

Direct peers

• Innovid: Independent ad delivery, measurement, and creative personalization platform for CTV, digital video, and social. Directly comparable to XR's Ad Delivery and creative asset management capabilities across the same cross-channel ad ops workflow.
• Mediaocean: Ad ops, planning, buying, and workflow platform serving agencies and brands (owns Flashtalking for ad serving/personalization). Overlaps with XR's Ad Delivery and creative ops modules and competes for enterprise agency contracts.
• Basis Technologies: Ad ops automation platform for agencies and brands (formerly Centro). Comparable in providing workflow, ad serving, and performance management that competes with XR's enterprise ad operations stack.
• Celtra: Creative ad operations and ad serving platform for dynamic, cross-channel creative production and delivery. Closely overlaps with XR's AI-powered asset management and cross-platform delivery capabilities.
• FreeWheel: Comcast-owned ad management and monetization platform focused on premium video, CTV, and TV advertising. Closely overlaps with XR's Ad Delivery across Linear and CTV channels and competes for the same large-brand and agency spend.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/telly-traffic-limited

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Telly Traffic