Major global advertiser enters DISH’s programmatic impression-by-impression bidding platform for addressable linear TV
Boston, MASS. – December 10, 2015 – DataXu, a leading provider of programmatic marketing solutions, today announced the entrance of its first customer on DISH Media Sales’ new programmatic television advertising platform. In doing so, DISH and DataXu have bridged the gap between digital and TV advertising, facilitating impression-level programmatic buying for linear television on behalf of a major global auto maker.
As the auto maker’s official programmatic marketing partner, DataXu has integrated with DISH’s new programmatic television exchange to enable impression-level decisioning and allow industry-leading frequency capping across multiple television and digital video channels. This innovative solution incorporates a real-time feedback mechanism that allows for continuous optimization. The new integration is the culmination of several years of collaboration between DISH Media Sales and DataXu.
“Impression-by-impression advertising for TV is a major breakthrough that makes possible the most effective frequency capping–as well as consistent, unified storytelling for a richer, more engaging consumer experience,” said Sandro Catanzaro, DataXu Co-Founder and SVP of Analytics & Innovation. “This automotive customer has long been one of our most innovative partners, so their participation in the DISH programmatic TV initiative was a natural fit.”
DISH, which has access to eight million addressable households nationwide, debuted its programmatic marketplace on Monday, October 26.
“DataXu’s automotive client represents a key vertical for our programmatic TV initiative,” said Adam Gaynor, vice president of DISH Media Sales. “DataXu has partnered with a data-driven brand, who truly understands their consumer, to inform our efforts as we refine our programmatic TV platform.”
As part of its Advanced TV offering, DataXu now offers brand advertisers a completely new TV analytics solution that demonstrates the incremental impact of specific marketing investments on sales revenue. Advertisers are now able to use data-driven decisions to reallocate funds to their best-performing segments, and define ideal frequencies. These capabilities, combined with accurate translation of digital audiences into Linear TV audiences with zero spill-over, provide DataXu customers with the best possible return on investment for television advertising to date.
To address the rapidly growing Advanced TV category, DataXu has today released a comprehensive white paper on programmatic television covering terminology, challenges and the extensive benefits such the channel offers to brand advertisers. The white paper, titled “The Rapid Rise of Programmatic Television: What PTV Means for Advertisers in 2016” features commentary and 2016 predictions from leading-edge innovators such as Gabe Greenberg, GABBCON, and Mark Risis, Head of Strategy and Business Development, TiVo Research. Download it here.