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BizReport : Advertising archives : October 26, 2015

DISH tests programmatic portal

Satellite provider DISH is bringing programmatic to television buying. They've begun testing a pay-TV first: a programmatic marketplace that goes impression by impression.

by Kristina Knight

"For a consumer, the lines between smartphones, computers and TVs are blurring," said Adam Gaynor, vice president of DISH Media Sales. "DISH's platform unites TV and digital buying, creating an easy avenue for brands to target their message comprehensively and efficiently across the entire consumer experience."

Through the new solution brands can use real time bidding to purchase targeted, linear TV ads on an impression by impression basis. They partnered with IPONWEB to build the solution, which is currently in beta testing with DataXu, RocketFuel and TubeMogul.

"With just four percent of TV budgets going 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," said Monte Zweben, Interim CEO at Rocket Fuel. "We're thrilled about this new partnership with DISH. It's a new frontier for marketers, who now can not only extend programmatic optimization via Moment Scoring to TV, but also take a holistic multi-channel approach in how they align TV with digital advertising."

RocketFuel's move into programmatic TV with DISH extends their solutions through desktop and mobile and onto television, giving advertisers the ability to engage their consumers on any screen.

Image via Shutterstock

Tags: advertising, advertising content, DISH, programmatic ads, tv advertising, video ads

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