• by Wayne Friedman , May 31, 2023

Looking to solve challenges that marketers face in getting extended reach, Dish Media says advertisers can now buy live, linear TV inventory programmatically on its satellite operations -- a “first-of-its-kind” solution -- that can be added to virtual pay TV Sling TV inventory.

The company says marketers can get real-time, targeted Dish Network commercials through internet-connected Dish set-top boxes -- much the same way they can buy internet/digital connected TV campaigns on its virtual pay TV provider, Sling TV.

In a release, Kevin Arrix, senior vice president of Dish Media, its advertising sales operation, says its ‘Dish Connected’ operation can blend CTV and linear TV addressable TV inventory through an automated/programmatic platform -- a technology that can resolve traditional TV’s “inefficiencies.”

Marketers can now buy Dish set-top box inventory programmatically through private auctions from demand-side platforms (DSPs) such as The Trade Desk and Yahoo DSP, as well as the sell-side platform (SSP) Magnite.

Verna De Jesus, vice president of CTV for The Trade Desk, says media buyers can use additional advanced data “including a brand’s first-party data.”