Satellite TV operator Dish this morning said it is rolling out a programmatic media-buying platform that will enable advertisers and agencies to target and serve ads on an “impression-by-impression” level to linear TV viewers
Effectively, Dish said the platform would enable addressable TV advertising inventory to be purchased via “real-time bidding technology,” and claimed it is an industry “first.”
Advertisers can target some 80 segments per impression, based on household demographics and viewing behaviors.
Dish said the platform, which has been beta tested by demand-side platforms (DSPs) DataXu, Rocket Fuel and TubeMogul, utilizes its own “proprietary supply-side” technology enabling linear TV inventory to be sold via the programmatic advertising marketplace.
In a related statement, Rocket Fuel Interim CEO Monte Zweben estimated “just 4% of TV budgets” will be allocated to programmatic TV this year.
“It’s clear that digital marketers have been waiting for a way to reach consumers in that most critical space -- the living room -- with high-quality inventory and mass exposure,“ he stated, adding that Rocket Fuel is integrating its proprietary “moment scoring” optimization system with DISH’s programmatic inventory.
The platform, which is managed by DISH Media Sales, utilizes technology developed by IPONWEB, which effectively creates an online interface for DSPs to integrate with.
The move complements Dish's existing addressable advertising technology, where Dish delivers targeted ads to more than 8 million households, which play during commercial breaks.
Dish receives two minute of ad time per hour on each of the cable networks it carries.