Advanced Television fast-tracks programmatic TV

May 23, 2016, the multiscreen video ad tech company, has unveiled a new feature that its says will accelerate the convergence of TV and online video trading. Major European broadcasters, such as France Télévisions, M6, Next Régie (BFM TV, BFM Business, RMC Découverte, Eurosport) and, are the first to successfully deploy the new programmatic guaranteed feature across their private exchanges powered by

The new feature enables broadcasters to offer premium reserved video inventory to buyers, through open RTB pipes. Programmatic truly delivers on its efficiency promise, fulfilling business agreements similar to the TV world, and guaranteed deals can now be executed programmatically – bringing scale, control and transparency.

“Agencies and advertisers need transparency on the TV inventory they buy for their programmatic campaigns. With’s new programmatic guaranteed feature, we can offer them brand safety at scale on a guaranteed basis,” said Patrick Hurel, Head of Digital at Next Régie. “The efficiency gained in securing direct guaranteed deals programmatically is invaluable to us. Through this programmatic guaranteed feature, enables us to truly unify the selling of TV and online video advertising.”

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