AMC Networks, 4C Insights and VideoAmp have all teamed up with MASS Exchange (MX) to fire up a programmatic advertising capabilities for live linear television.
AMC is using MX to handle pricing, inventory management and sales strategies for its ad inventory.
"MASS Exchange equips AMC Networks to offer an end-to-end programmatic solution for TV," said Adam Gaynor, vice president of AMCN Agility, in a statement. "Leveraging their dynamic inventory and pricing management tools to expose more inventory to advertisers, we're able to offer our partners a new standard of accessibility that improves their ability to execute targeted media plans."
MX said it will allow AMC Networks to offer specific spot-level inventory, accessible via the buyer’s planning tools or directly through MX’s buyer interface. The company also said it can offer automation by converting traffic logs into an inventory catalog, which is algorithmically priced and packaged according to the seller’s rules.
“The TV industry is going through significant transformation at the intersection of audience targeting, attribution and technology,” said Habib Khoury, CEO of MX, in a statement. “We are very excited to be playing such an important role in helping to reduce friction for content providers and deliver an efficient, automated market that allows smart brands to improve the return on their advertising dollars. With AMC Networks, 4C Insights and VideoAmp, we’re working with established industry leaders to move meaningfully closer to realizing the promise of addressable TV.”
For AMC, the programmatic ad plans arrive after a third quarter in which the company’s ad revenues stayed mostly flat. AMC’s national networks advertising revenues increased 0.9% to $200 million. The increase in advertising revenues principally related to higher pricing partially offset by lower delivery.