US telecoms giant AT&T has partnered with ad tech firm Videology to sell linear TV ads programmatically.
According to a report in the Wall Street Journal, AT&T is planning to introduce a “private marketplace” in the US for a select group of advertisers where it will use Videology’s tech to buy ads on networks carried by AT&T.
Reports suggest the operation could be ready as early as Q3 2016, with the WSJ stating that a pilot is currently being run with a single advertiser.
Newsline understands that advertisers who buy ads in the AT&T private marketplace will be able to use their own and third-party data.
“Our partnership with AT&T is both hugely exciting for us and the wider industry,” said John Tigg, SVP, strategic partnerships EMEA, Videology.
“It represents a major milestone for the scaled deployment of programmatic TV, and is indicative of the progressive approach that broadcasters are now taking to advance the commercial broadcast business.”
Although the situation in the UK market is quite different, Videology has now opened a new branch of its business dedicated to supporting broadcasters in the UK and Europe to begin the move towards more addressable TV advertising.
Dubbed ‘Videology Enterprise Solutions’, the unit opened earlier this week with Sky as the first client. Together, the aim is to create a programmatic, cross-screen video advertising solution for Sky’s advertising customers.
The two companies are currently working together on a ‘proof of concept’ project to develop a Sky-designed programmatic system, which will run Sky Media’s digital inventory according to broadcast compliance requirements and spot clash rules.
The scope includes inventory management, optimisation and prioritisation, while also allowing Sky to manage inventory and control frequency exposure across multiple video platforms and devices.
When asked how significant the AT&T deal was to UK and European markets, Tigg told Newsline it was “a sign of things to come”.
