"The dream of programmatic linear TV is getting a boost. On Thursday, Comcast Advertising announced that the cable provider's linear TV inventory will now be available on a targetable, biddable basis for advertisers that want to transact programmatically. The inventory is only available through FreeWheel, Comcast's video ad platform, but is already being used in live campaigns running on both linear and streaming."
"Comcast Advertising President James Rooke told AdExchanger that the ultimate goal is to help buyers reach the same audiences across all forms of TV buying through a single unified - and more importantly, programmatic - workflow. Bid on it It's been a few years since programmatic linear dominated headlines during the summer of 2023, when both DISH Media and Charter Communications made their respective linear inventory programmatic exactly one week apart from each other."
Comcast Advertising is making its linear TV inventory targetable and biddable programmatically through FreeWheel, with inventory already running in live campaigns across linear and streaming. The company plans to expand programmatic availability to other buy-side platforms and permit other publishers to offer linear inventory via FreeWheel. The initiative aims to let buyers reach the same audiences across all TV buying formats through a single programmatic workflow. Earlier efforts by DISH Media, Charter, Spectrum Reach, and AMC Networks automated only parts of the linear buying process, often limiting real-time bidding and restricting programmatic spots per hour.
Read at AdExchanger
Unable to calculate read time
Collection
[
|
...
]