Dish Network (NASDAQ: DISH) and BidSwitch today announced a partnership that will place Dish's ONPOINT programmatic TV platform into BidSwitch's real-time partner ecosystem, introducing Dish's programmatic ad inventory to an additional 150 demand partners.
The new partnership comes less than a year after Dish became the first pay-TV provider to launch a linear TV programmatic ad marketplace, which divides Dish's inventory into many more individual impressions. Dish's platform uses data including age and location to allow for household-addressable ads.
"By connecting with BidSwitch, we can rapidly scale our programmatic TV business with a single integration that allows more than 150 demand partners to access our impressions," said Adam Gaynor, vice president of Dish Media Sales, in a statement. "Thousands of digitally-focused brands will be able to individually target, value and purchase DISH's households in a real-time bidding environment that mimics the digital ecosystem familiar to them."
"This integration with Dish represents a very significant milestone, not only for BidSwitch, but for the many demand platform partners we serve within the [real-time bidding] ecosystem. We're delighted with the opportunity to play a significant role in pushing the evolution of programmatic TV forward with DISH, by enabling this highly sought-after inventory to the broader market," said Barry Adams, BidSwitch's vice president of commercial development, in a statement.
As Dish continues to build on its programmatic ad platform, more pay-TV providers are entering the space. AT&T (NYSE: T) recently announced the formal launch of its own programmatic marketplace. Comcast (NASDAQ: CMCSA) last month acquired for $100 million French startup StickyAds.tv and plans to roll the company's programmatic ad exchange into Freewheel, a Comcast unit specializing in online video monetization.
Even AOL, which is now owned by Verizon (NYSE: VZ), has jumped into the programmatic ad market with what it refers to as a "self-serve" tool for advertisers.
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