Disney+ Hotstar has collaborated with MediaMath, a Demand-Side Platform (DSP) that delivers accountable, and performant advertising technology for brands to buy addressable media. This association enables advertisers and agencies to measure reach and frequency on OTT programmatic inventory in a brand-safe environment.
With this offering, brands can purchase premium inventory through Programmatic Guaranteed (PG) and Private Marketplace (PMP) deals to reach India’s affluent, urban audiences via a multitude of ad formats that suit their marketing objectives. The platform’s massive reach and sharp targeting options extend an incredible opportunity for brands, especially regional players, to tap the right audience whether on live sports or entertainment.
Nitin Bawankule, President, Ad Sales, Star & Disney India said, “We are committed to enabling marketers and agency partners to reach new and existing audiences at scale and build incremental reach. By activating audience-based buying in a private programmatic environment, brands can target precise, highly engaged audience cohorts, exercise more control with transparency, and attain higher visibility of their campaigns. MediaMath offers a cutting-edge technology platform and this association will help us offer efficient programmatic advertising solutions to clients.”
“OTT is a critical and fast-growing channel for driving addressability, and our association with Disney+ Hotstar helps us offer a forward-looking, sophisticated programmatic setup,“ added Pranjal Desai, Country Manager India, MediaMath. “Disney+ Hotstar has already established itself as the largest player in the OTT space, and this collaboration has been the natural next step in making media buying on OTT a more streamlined, efficient and accountable process.”