The majority of programmatic media-buying may take place online and on mobile devices, but that hasn't stopped marketers from applying the technology to other channels. More and more, media traders in the out-of-home, radio, and even TV industries are looking to use programmatic.
Cox Media, the ad sales division of one of the largest cable entertainment and broadcast service providers in the U.S., Cox Communications, has partnered with clypd, a programmatic TV ad platform.
Cox will use the clypd platform to sell linear TV inventory via programmatic. Trading desks and demand-side platforms (DSPs) can be connected to clypd’s platform.
The news comes less than two weeks after clypd integrated Ad-ID coding, the ad industry’s digital coding standard, into its platform.
While Cox did not reveal how much inventory it will be putting into the programmatic platform, Mike Zeigler, vice president of
business development and operations at Cox Media, said it is part of an ongoing progression by Cox to leverage digital technology to unlock new advertising options.
“Cox was an early innovator in offering video-on-demand advertising, interactive advertising, and we are now excited to offer national brand advertisers the ability to use this new, efficient programmatic platform to integrate agency ad buys directly with Cox Media ad inventory," he states, adding that clypd's platform would enable Cox advertisers and agencies to "leverage data" to plan and buy its TV inventory.
This is incredibly exciting and will continue the shift in the perception and use cases of programatic. What started out as a DR technology will now bring fantastic efficiencies into additional media channels. Kudos to Cox for embracing the future.
IPG's Mediabrands / Magna Global are making much of their intention to build out programmatic buying across the IPG organization, so this should be of interest to them, since over fifty percent of their buys by revenue are on broadcast.