Korea-based Anypoint Media, a provider of targeted TV advertising, and SpotX on Thursday announced a partnership in Asia to bring addressable programmatic TV to the region.
Advertisers can buy ad space on a household-by-household basis across the IPTV (Internet Protocol Television) and CATV (cable TV) operators that use Anypoint’s targeted, linear TV, advertising infrastructure.
For its part, SpotX will enable dynamic ad insertion into households that match the ad’s targeting criteria. SpotX said that this function is unique from other programmatic TV executions in the region that focus on selling ad units against broad audience estimates.
Anypoint Media, which has access to over 6 million set top boxes in Korea, is a cloud-based TV platform that enables linear TV feeds to switch over to digital feeds within the set-top box in order to play the targeted ads, company’s CEO, Won Baek, explained in a release.
“Set-top box addressability creates thriving, data-driven TV ad markets that maximize the holistic audience value of linear TV inventory,” Baek stated. “This is a significant advancement for the Korean marketplace.”