First-to-market partnership brings household-level addressability to South Korea
November 8, 2018 – Singapore – dataxu, a leading provider of programmatic marketing software for marketing and media professionals, announced today that it has signed a Memorandum of Understanding (MOU) with SK Broadband, the leading South Korean operator of IPTV service Btv, OTT service Oksusu, and TV Commerce service SK Stoa. With this agreement, SK Broadband is now able to utilize dataxu’s TotalTV™ offering, which revolutionizes the way TV campaigns are planned and executed by enabling targeting at the household level, in real-time–all via dataxu’s self-serve DSP, Touchpoint™.
Now, global marketing professionals can buy advanced audiences on a household-by-household basis, powered by SK’s unrivaled view of the Korean consumer, who are watching Btv’s premium and brand-safe VOD and Live Linear services on SK Broadband set top boxes.
This service is now live and available for marketing professionals to buy through TouchPoint, recently named “Best Overall Technology for Programmatic Trading” at The Drum Digital Trading Awards for the second year running.
Within the scope of the MOU is continued co-innovation: dataxu will develop additional Advanced TV products in partnership with SK for the Korean and broader Asian markets.
“It’s a highly competitive market, and at SK, we’re constantly identifying and implementing the ideas and technologies that help us deliver the best possible experience for viewers and advertisers,” said Shane Park, SVP of Advertising at SK Stoa. “The demand for Addressable TV is accelerating across Asia and our partnership with dataxu ideally positions us to maximize the opportunities this dynamic and growing area presents.”
“dataxu’s excellent track record with TV operators across the globe makes them a natural fit to collaborate with to bring innovative and audience-driven ad products to market,” Park continued.
“Consumer viewing habits have shifted to the point of being nearly unrecognizable, and nowhere is that more evident than in South Korea,” said James Sampson, VP & GM, APAC, at dataxu. “The future of TV is here, and we’re thrilled to partner with a leader like SK Broadband in defining what that future looks like here in Asia, and around the world. Advertisers today are seeking high-quality TV inventory at scale with the 1:1 reach and analytics of digital media. Together with SK Broadband, we’re delivering on that promise.”
dataxu’s TotalTV offering is the first of its kind that enables advanced TV buying and audience targeting for both advertisers and their agencies, as well as sellers of media like SK Broadband. With TotalTV for Advertisers, dataxu has introduced a unified planning and buying solution for agencies and brands investing across linear, connected and addressable TV. When broadcasters, programmers and distributors of media utilize TotalTV for Media Companies, they understand, engage and monetize audiences across devices at the individual consumer level, improving yield for media owners, increasing efficiency for advertisers and reducing ad load for viewers.