Dish further expands addressable ad capabilities, partners with data company Neustar

Dish Network (NASDAQ: DISH) continues to build its advanced advertising capability, announcing a new partnership with ad measurement and analytics company Neustar. 

The partnership will allow Dish to further enhance the consumer profiles it offers clients, helping these advertisers more granularly target consumers with the satellite operator's nearly 8 million addressable TV households. 

"Brands can now leverage Neustar's consumer data to expand beyond the small screen to the featured screen in the house – the TV," said Adam Gaynor, VP of Dish media sales. "Adding Neustar to our stable of partners simplifies the buying and reporting process for brands utilizing Neustar's data analytics on Dish's addressable platform."

Last month, 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.

Last November, Dish became the first pay-TV operator to open a programmatic exchange. 

For more:
- read this Neustar press release

Related articles:
Dish expands programmatic ad reach with BidSwitch partnership
Comcast pays more than $100 million for French programmatic tech startup
Dish launches programmatic ad exchange for linear TV