Dish’s streaming TV service, Sling TV, which reportedly topped 1 million subscribers last fall, is now focused on monetizing its audience cross-platform.
Connecting the pipes for programmatic monetization across Sling TV, Dish and Dish Anywhere didn’t happen overnight, but Adam Lowy, GM of advanced TV, said years of work are paying off.
Dish has been “quietly refining” Sling TV’s integration into larger programmatic stacks over the last few months, including integrations with several new demand partners like Adobe.
Sling TV uses Tremor as its supply-side platform and Comcast’s FreeWheel as its ad server. Adobe’s Audience Manager is its data management platform.
More than 1,000 advertisers have worked with Sling TV since its launch in 2015 and its retention rate is now over 50%, Lowy claims.
Lowy, who developed dynamic ad insertion capabilities both at CBS Television Distribution and Canoe Ventures, was Dish’s first digital ad sales employee.
He plans to triple the size of his 10-person team at Dish and Sling TV over the next few months, doubling down on sales, data and analytics and operations roles.
“Being so early in the space [to bundle live programming from networks like ABC and ESPN], we were one of the firsts to define how ad monetization and ad revenue would work within live, linear programming as both an operator and distributor,” Lowy said.
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