• by Tyler Loechner  @mp_tyler, October 31, 2014

If it is a “temporary phenomenon,” as WPP’s Sir Martin Sorrell believes, its actuality has just been extended.

Chalk another one up for the in-house programmatic trend.

Foxtel, the large Australian cable TV operator majority-owned by Rupert Murdoch, on Friday announced that it is taking its programmatic digital video ad buying in-house with TubeMogul as its partner.

Foxtel has been said to have a programmatic team in-house before, but the video side of the equation -- and the partnership with TubeMogul -- is new. Per a release, the partnership is effectively immediately and Foxtel will “debut the use of the software in the coming weeks.”

"We’re very excited about the partnership with TubeMogul because it allows us to make smarter decisions about every video ad we buy and reach the right audiences using the power of programmatic software,” stated Justin Robinson, director of marketing operations and media at Foxtel. “We are planning to shift more media spend to digital channels and online video is a key part of that.”