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TV Advertisers Are Ready For Real-Time Programmatic Buying Against Live Sky Inventory

  • Videonet, Friday, March 17, 2017 7:57 AM

In a sign that programmatic TV is gaining traction, Sky Media has launched a second test-and-learn phase on its programmatic TV road map, "which means expanding the platforms and inventory that are available through the new Sky AVx (Audio Visual Exchange) and, for the first time, giving buyers the capability to purchase audiences and make decisions in real-time on Sky’s owned and operated TV and VOD inventory, all in an automated way," according to a reort on Videonet.  "The pilot phase ran earlier in the year with Omnicom, which was able to purchase Sky’s first Programmatic Broadcast Solution via Sky Go’s livestream. Through an automated process, Omnicom bought advertising space against its core audiences within Sky Go’s live linear channels including Sky 1, Sky Sports News, and Sky Atlantic." Sky Media said it's in discussions with  other key partners as the project expands. "Sky has partnered with Videology to build the Sky AVx programmatic ad system. This technology will allow buyers to transact media purchases through a Demand Side Platform (DSP),  giving them more control than ever to choose what advert a user sees at a given moment," according to the report.

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