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Anypoint Media and SpotX have formed a partnership in Asia to bring true addressable programmatic TV to the region.
The companies have partnered to enable advertisers to buy ad space on a household-by-household basis across the IPTV and CATV operators that use Anypoint’s targeted linear TV advertising infrastructure.
SpotX will enable dynamic ad insertion into households that match the ad’s targeting criteria. This is distinct from other programmatic TV executions in the region which focus on selling ad units on broad audience estimates.
This level of household addressability is a first for the region, according to Senior Director of Supply, JAPAC, at SpotX, Daniel Rowlands.
“The promise of programmatic TV has been top of mind for much of the industry, but has yet to come to Asia,” Rowlands said. “Our partnership with Anypoint will enable true programmatic TV to be executed in Asia for the first time.”
Anypoint Media is a Korean-based company who has access to over 6 million set top boxes in Korea.