Dive Brief:
- Dish Network’s Dish Media Sales began beta testing a programmatic ad marketplace for TV.
- The idea behind the move is to try and shift some digital ad spending back to TV.
- The programmatic exchange will only cover Dish’s 8 million addressable households and will allow marketers to target audiences.
Dive Insight:
Digital ad budgets are on the rise and Dish Network wants to lure some of that spending back to TV with its programmatic ad exchange.
With that in mind, Dish Media Sales has begun beta testing the programmatic marketplace that reaches Dish’s 8 million addressable households. It is an extension of Dish’s addressable ad tech that delivers ads to users’ DVRs to be dynamically placed into commercial breaks. The programmatic exchange will apply to both live and DVR delivered ads, and will allow marketers to target down to individual households.
Adam Gaynor, VP of Dish Media Sales, told Adweek, "The platform is designed to have multiple monetization strategies so the partners will be able to interact with their clients in a bidding scenario, but me and my direct sales team will be able to use the platform for private marketplaces if we want. It's not just so we can enter the digital marketplace, but also to help our existing clients have a level of automation that makes things easier."
Last week, Hulu opened its own programmatic exchange, shortly after launching an ad-free service of its streaming product.