Discovery Communications on Monday announced it has joined the “FourFronts” programmatic marketplace, a pilot program that was first announced in May. Other participants on the “FourFronts” marketplace include Adap.tv, ABC, Magna Global, Optimedia and Starcom MediaVest Group.
“Discovery is thrilled to work with FreeWheel participating in their FourFronts programmatic pilot program,” stated Suzanne McDonnell, senior vice president of Discovery Communications Digital Media. “This pilot is helping to set a precedent for the TV industry on how premium digital advertising should be transacted through programmatic channels.”
“The combination of automation, data and compliance ensures publishers are maximizing the value of their inventory while at the same time helping advertisers better reach their target audiences, stated Jon Heller, co-founder and co-CEO of FreeWheel.