"In what Comcast is calling a first for linear TV, media buyers will be able to bid and target both digital and linear inventory through the Programmatic Private Marketplace (PMP) using Comcast's FreeWheel ad technology platform. A current beta phase with Dentsu is underway using Comcast's inventory. After that phase, Comcast will enable other FreeWheel publisher clients to make their inventory available as well."
"By offering advertisers its linear TV offerings through a programmatic channel, Comcast is looking to simplify media by enabling buyers to reach their audiences through a single, unified workflow. The news points to the growing complexity of the media landscape as connected TV and other digital channels gain viewers but often require standalone media buys, limiting advertisers' reach and ability to optimize. Comcast's new solution is an attempt to address this complexity."
"While other providers have made linear TV inventory available programmatically, those systems executed mostly on a spot basis, rather than through a traditional PMP. As Rooke explained to Ad Exchanger, those systems operated "more like a futures market," and did not have programmatic's real-time bidding capabilities. In addition, Comcast's offering will be more targetable for buyers, giving them the ability to bid based off of the segments they are buying for digital."
Comcast is beta testing a programmatic Programmatic Private Marketplace (PMP) that makes linear TV inventory available alongside digital inventory via the FreeWheel ad technology platform. A beta with Dentsu is currently using Comcast inventory, and other FreeWheel publisher clients will be enabled afterward. The PMP lets media buyers bid and target both digital and linear inventory in a unified workflow, aiming to simplify buying and deliver incremental reach to complement CTV buys. Buyers no longer need to patch together media plans. The offering brings real-time bidding and more granular segment-based targeting to linear TV.
Read at Marketing Dive
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