• by Wayne Friedman , May 17, 2017

Sling TV says marketers can now bid in real-time on anonymous targeted commercial impressions for its over-the-top (OTT) service.

Joining the list of TV platforms looking to meet marketers demands for new advertising targeting/buying efforts, Sling TV, a partnership with supply-side video serving company SpotX, will allow marketers to target addressable consumer segments.

These segments will be anonymously matched with Sling TV subscribers for ads to be inserted in live and on-demand content via SpotX’s platform.

For example, this could be "would-be-vacationers," "‘auto intenders" and "back-to-school shoppers," says the company. The Dish Network-owned OTT service says these segments are the first of many to come.

“We’re creating turn-key, off-the-shelf segments for brands seeking the most popular audiences at a given time,” stated Adam Lowy, director of advanced TV and digital sales with Dish Media Sales and Sling TV.

Sling TV impressions are also available on demand-side platforms through the SpotX’s video ad serving platform: Adobe, AOL, AppNexus, BrightRoll, DataXu, Google DBM, MediaMath, The Trade Desk, Turn, VideoAmp and Videology.

Three major TV/media companies -- 21st Century Fox, Turner, and Viacom -- recently started Open AP, an effort that will, in part, look to standardize new TV audiences -- on traditional linear TV and on digital media --- to be sold to TV advertisers.