Satellite TV provider Dish Network is exploring more ways to match marketers’ first-party data with its own window into TV viewership following the launch of its programmatic exchange last fall. Dish already offered access to 82 segments, like age, sex, income and a plethora of propensities, such as the likelihood of a household to watch […]
With major upfront negotiations winding down, Fox, NBC and ABC hope to emulate CBS’ strong showing, which reportedly saw CPM hikes in the low double digits and about 5% higher sales volume. Networks have the leverage this year to command higher prices because of the present scarcity, say buyers. National TV networks reported 19% more revenue […]
Programmatic TV will grow but remain a fraction of overall TV spend through 2017, according to eMarketer’s first forecast on the nascent space, released Tuesday. Spend on programmatic TV, which eMarketer defined as the automated process for buying television ads through cable, satellite or broadcast networks, is expected to more than double to $2.16 billion […]
With TV upfront negotiations underway, digital tactics are wielding more influence as networks court buyers with cross-platform guarantees and enhanced data products. “You can still invest client dollars in proven media, but upfronts are now about online video partnerships you can make long-term investments in,” said Maureen Bosetti, the chief investment officer for Interpublic Group’s […]
Bell Media, the broadcasting and radio subsidiary of Canadian communications company Bell Canada Enterprises (BCE), is bulking up on programmatic for its linear, streaming video and mobile platforms. Using Videology, Bell Media is building an audience indexing and delivery tool for advertisers to plan and execute cross-platform campaigns. The first phase of the integration will go […]
AOL rolled out a programmatic self-serve platform for TV buyers on Monday, and Omnicom Group is the first agency partner to test-drive it. While some competing solutions only enable planning, AOL said its platform also handles execution and reporting. AOL thinks its developing device graph under Verizon gives it a competitive advantage in omnichannel media […]
AT&T has officially entered the programmatic TV fray. The carrier on Thursday revealed the launch of a private marketplace called the Video Inventory Platform (“VIP” for short), which Jason Brown, AT&T AdWorks’ VP of national advertising sales, told AdExchanger was a “data-optimized TV and video planning tool.” The product will be generally available in Q3 […]
How about this for a premiere? Beginning this fall, all NBCUniversal inventory will be available for sale programmatically via the network’s private exchange NBCUx. Ahead of the upfronts, NBCUniversal has rolled out an offering called NBCUx for Linear TV, which will put additional data and automation in the hands of media planners to apply to […]
Automated guaranteed will color direct deals in TV in a big way, not just in digital, predicts Scott Braley, GM of programmatic at Telstra-owned video platform Ooyala. While traditional TV teams are accustomed to buying on a reserved basis, automated guaranteed deals could diversify the direct orders process. Broadcasters could subsequently gain more flexibility around […]
The British broadcaster Sky Media on Monday announced a $10 million investment in the DSP and DMP provider DataXu. Sky hopes the relationship will help it better understand programmatic advertising, said Jamie West, Sky Media’s deputy managing director, in a release. “The money substantiates the belief in each other’s companies,” said DataXu CRO Ed Montes […]
