Dish Deploys Programmatic Linear TV Platform, Enables RTB For Addressable TV Ads

by Wayne Friedman , Joe Mandese , October 26, 2015

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.

advertising, programmatic, satellite tv, tv

2 comments about "Dish Deploys Programmatic Linear TV Platform, Enables RTB For Addressable TV Ads".

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Ed Papazian from Media Dynamics Inc, October 27, 2015 at 12:48 p.m.
All of these "programmatic" unveilings are fine but so far, they all seem to feature a single seller offering "targeting efficiencies" from within its own portfolio of spot avails, I assume based on the usual big data TV set usage metrics. With a single seller playing the game and no comparisons with what's available from other sellers, the buyer's "trading desk" is faced with a fait accompli. It is assumed that a buy is being made---in this case on Dish Network---and the only question is what is the "best" mix of program placements at what cost to generate the most targeting efficiency---as offered by Dish Network. How does the buyer's computer know whether this particular platform should get the business in the first place---and please note: I'm not saying that Dish Network doesn't offer good value?
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Doc Searls from Customer Commons, October 29, 2015 at 9:55 a.m.

I've been a loyal Dish customer since they were Echostar. This is the first time in all those years that I have seen a reason to switch.

One of the graces of TV (and print, and over-the-air radio) is that viewers are not being spied on. What Dish plans here is why at least 200 million people now block ads and tracking online.

As a customer I impore Dish to look at what programmatic adtech has done to turn people off, and not go ahead with this program.