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DISH sells TV spots on automated ‘impression market’

DISH Media Sales – the unit that provides advertising sales for pay-TV provider DISH Network – has turned on the pay-TV industry’s first impression-by-impression programmatic marketplace for linear television. DISH Media Sales’ proprietary supply-side platform is designed to seamlessly integrate with the existing digital ecosystem, allowing for 360-degree consumer reach across viewing experiences. The marketplace allows advertisers to purchase targeted, linear television ads, impression by impression, using real-time bidding technology.

“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.”

DISH Media Sales partnered with digital ad technology leader IPONWEB to build the online marketplace. DISH initiated beta testing with programmatic marketplace leaders DataXu, Rocket Fuel and TubeMogul, and will introduce the platform to the digital industry upon completion of successful testing with these partners.

DISH’s programmatic TV product offers advertisers the targeting effectiveness and scale of DISH’s addressable advertising technology, full-screen ad viewability and accurate, impression-based viewership information from audience measurement company Rentrak. Targeting criteria includes 80 segments per impression based on household demographics and viewing behaviours.

The marketplace allows demand side advertisers per-impression control of targeting, frequency, trafficking, and buying, enhanced by aggregated set-top-box reporting. Ads are 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. DISH has an addressable audience of more than 8 million households nationwide.

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