Dish Network is applying programmatic ad buying to the TV market with its new platform.
The satellite TV provider says its new marketplace will allow advertisers to purchase targeted, linear television ads, impression by impression, using real-time bidding technology. Dish expects its proprietary supply-side platform to integrate with the existing digital ecosystem.
“For a consumer, the lines between smartphones, computers and TVs are blurring,” Adam Gaynor, vice president of Dish Media Sales, said in a statement. “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.”
Dish Media Sales is partnering with IPONWEB for the online marketplace and beta testing with DataXu, Rocket Fuel and TubeMogul. Dish intends to introduce the platform to the digital industry once successful testing is done.
DISH’s programmatic TV product is offering up the operator’s addressable advertising technology, full-screen ad viewability and impression-based viewership information from Rentrak, based on targeting criteria including 80 segments per impression based on household demographics and viewing behaviors.
The ads will be delivered to DVR set-top-boxes within the matched households and programmed to dynamically play during commercial breaks as the consumer views live and DVR content. The ads will go out to Dish’s addressable audience of more than 8 million households.