DISH Media Sales Initiates Industry's First Programmatic Impression-by-Impression Linear TV Marketplace
Platform allows targeted, addressable inventory to be purchased
utilizing real-time bidding technology
DISH's proprietary supply-side platform seamlessly integrates
linear TV ad inventory into digital advertising ecosystem
DISH beta testing its marketplace with three initial demand-side
platforms: DataXu, Rocket Fuel and TubeMogul
NEW YORK--(BUSINESS WIRE)--
Media Sales turned on the pay-TV industry's first
impression-by-impression programmatic marketplace for linear television.
DISH Media Sales' proprietary supply-side platform is designed to
seamlessly integrate with the existing digital ecosystem, allowing for
360-degree consumer reach across viewing experiences. The marketplace
allows advertisers to purchase targeted, linear television ads,
impression by impression, using real-time bidding technology.
"For a consumer, the lines between smartphones, computers and TVs are
blurring," said Adam Gaynor, vice president of DISH Media Sales. "DISH's
platform unites TV and digital buying, creating an easy avenue for
brands to target their message comprehensively and efficiently across
the entire consumer experience."
DISH Media Sales partnered with digital ad technology leader IPONWEB
to build the online marketplace. DISH initiated beta testing with
programmatic marketplace leaders DataXu,
Fuel and TubeMogul,
and will introduce the platform to the digital industry upon completion
of successful testing with these partners.
DISH's programmatic TV product offers advertisers the targeting
effectiveness and scale of DISH's
addressable advertising technology, full-screen ad viewability and
accurate, impression-based viewership information from audience
measurement company Rentrak.
Targeting criteria includes 80 segments per impression based on
household demographics and viewing behaviors.
The marketplace allows demand side advertisers per-impression control of
targeting, frequency, trafficking, and buying, enhanced by aggregated
set-top-box reporting. Ads are delivered to DVR set-top-boxes within the
matched households and programmed to dynamically play during commercial
breaks as the consumer views live and DVR content. DISH has an
addressable audience of more than 8 million households nationwide.
About DISH Media Sales
DISH Media Sales provides advertising sales for leading pay-TV provider
DISH Network L.L.C. and its over-the-top television service Sling TV.
Through DISH Media Sales' viewer measurement tools, innovative ad
technology platforms and access to high-value programming, advertisers
are equipped to employ strategically positioned,
demographically-targeted buys to enhance the results of their national
and local media campaigns. DISH Media Sales is headquartered in New
York, with offices in Chicago, Denver and Los Angeles. Visit www.dishmediasales.com.
Subscribe to DISH email alerts: http://about.dish.com/alerts
@DISHNews on Twitter: http://www.twitter.com/DISHNews
View source version on businesswire.com: http://www.businesswire.com/news/home/20151026005518/en/
For DISH Media Sales
Source: DISH Media Sales
News Provided by Acquire Media