dataxu, the TV buying platform, has announced its partnership with Mediamond, the advertising sales house of Mediaset, Italy’s biggest broadcaster. This partnership marks the latest development in dataxu’s continued success in presenting the highest quality broadcast content to advertisers in Europe.
As broadcasters are seeing traditional viewing habits change, they are looking for new ways to generate cross-platform engagement, and giving a trusted TV buying platform access to their digital on-demand inventory is an example of innovation that can drive new opportunities for revenue. This partnership sets the pace in this transition, allowing buyers to plan and buy inventory – whether this be a pan-European campaign or single market buy – through a single buying platform.
This partnership will unlock access to premium content in Italy for dataxu’s advertisers. Enhanced by this new inventory, dataxu will allow buyers to increase the scale of their video campaigns which can now include targeting premium broadcast content from the best channels in Italy. In addition, buyers will benefit from the advanced data-driven targeting and reporting capabilities of the dataxu platform. These can be applied to campaigns running on Mediamond inventory, enabling advertisers to optimise campaigns in-flight as well as measuring campaign effectiveness and gathering key performance insights.
Mike Shaw of dataxu comments: “This partnership with Mediamond is a statement on just how much the programmatic industry is evolving hand-in-hand with major broadcasters. It is incredible for dataxu to be selected as a trusted partner by the commercial arm of one of the biggest broadcasters in the world, and we certainly look forward to this partnership empowering our clients and the wider industry more broadly.”