Dish Media will use Verizon Media’s demand-side platform to offer automated access to Dish’s household addressable ad inventory.
The deal enables advertisers to access traditional linear channels alongside pure-play CTV/OTT media, including Sling TV, and target by segment across those types of inventory.
Dish will also continue to offer addressable on a direct insertion order basis.
The Verizon Media DSP footprint will now reach upwards of 92 million-plus addressable households/devices, including the 8.5 million Dish/SlingTV households, 80 million Verizon CTV households, and 4 million Verizon FiOS TV households.
Combing the DSP and supply-side platforms will “drive stronger efficiencies and revenue opportunities and enable us to better serve the market as a whole,” stated Kelly Liang, Verizon Media senior vice president, partnerships. “Success lies in omnichannel at scale,” she added.
Campaign delivery data in the DSP will be updated throughout a campaign to let advertisers monitor delivery across household addressable and CTV in a single place and at any time, according to the companies.
In March, Ampersand, the TV ad sales and tech firm owned by Charter, Comcast and Cox, inked a deal to act as the exclusive seller of Fios’ addressable TV inventory, and use Verizon’s DSP as its primary buying platform for CTV and OTT inventory.