Sydney, Australia ā Finecast, GroupMās addressable TV business, has partnered with Australian broadcaster Special Broadcasting Service (SBS) to make connected TV (CTV) advertising better, and help advertisers reach bigger audiences through BVOD campaigns.
The partnership, which is done also with Xandr, will utilise the strength of āHeader Biddingā technology on CTV campaigns, representing a positive shift in the access capabilities for addressable TV, whilst maintaining the benefits of buying flexibility.
The āHeader Biddingā technology has long been a part of the digital media ecosystem creating a fairer and more competitive programmatic marketplace for publishers. This provides increased access to inventory for buyers and greater transparency and visibility of available inventory for marketers. By allowing advance bidding on inventory from multiple ad exchanges simultaneously, header bidding reduces the inefficiencies of a sequential waterfall approach.
John Miskelly, APAC investment director at GroupM, said, āThis is an exciting development in the connected TV/OTT video space where we can harness the agility and addressability of programmatic and have access to the best inventory. The broadcasters are doing a great job as TV transforms, and SBS and Finecast are demonstrating true best practice for access and innovation in the CTV ecosystem.ā
Meanwhile, Lee Callagher, national digital operations and technology manager at SBS, commented, āBeing able to prioritise both direct and programmatic demand whilst maintaining our premium ad experience is important for SBSā future commercial strategy. Working with Finecast to successfully bring āHeader Biddingā to connected TV enables greater scale and reach for advertisers in BVOD.ā