MAGNA, Cox claim first private programmatic TV marketplace
| 06 December 2014
Programmatic has been a key theme, if not a meme, for 2014 and ramping it up, Cox Media and MAGNA GLOBAL have announced plans to establish what they claim will be the industry's first private programmatic TV marketplace.
The partners say that their solution has been developed in response to growing demand for programmatic solutions to execute the entire media plan and will be presented as a showcase for other inventory partners to embark on programmatic TV private marketplaces.
Expected to debut in early 2015, the so-called first-of-its-kind marketplace would in practice, see the advertising division of Cox Communications and the media investment unit of IPG Mediabrands take advantage of the AudienceXpress TV buying platform. This they say would allow MAGNA GLOBAL advertisers to execute television advertising through a single, easy to manage interface, targeting their optimal audiences across the full scope of Cox Media inventory in more than 20 DMAs across the US.
The companies assure that end user clients would be able to benefit from access to Cox Media cable inventory through the AudienceXpress system providing custom next day reporting and application of first- and third-party audience data sets. MAGNA GLOBAL would be able to specify and measure geographic concentration of its campaigns based on the audience data in addition to audience composition by network and day-part.
The net result, claim the partners, would be that programmatic campaigns executed through this new private marketplace would have an even higher degree of targeting capacity and measurability.
"This new private marketplace with MAGNA GLOBAL defines a significant step forward in helping ad buyers connect their messages with high quality audiences at scale," explained Mike Zeigler, Cox Media vice president of business development.
"The sophistication of programmatic advertising platforms leveraging multiple data sets and automated access to high quality TV programming is quickly evolving to empower CMOs and progressive agencies with the insights required to deliver high impact campaigns."
"This partnership represents a very important step for programmatic TV," added Todd Gordon, EVP, MAGNA Marketplace, MAGNA GLOBAL. "By leveraging Cox Media's inventory on AudienceXpress…we are building a valuable tool to help our clients make smarter, more informed media buys."