Sling TV taps SpotX for programmatic addressable advertising

DISH Networks-owned OTT TV service Sling TV is now offering programmatic advertising functionality to advertisers and agencies with a platform supplied by SpotX.

Sling TV premium ad inventory is now available programmatically through the video ad serving platform, enabling advertisers to buy programmatically as well as target specific audience segments such as ‘would-be-vacationers’, ‘auto intenders’ and ‘back to school shoppers, according to the technology provider.

‘Vacationers’ is available today, along with ‘Auto Intenders’. A ‘Back to School” segment will be available soon

These segments will be matched with Sling TV subscribers for ads to be dynamically inserted in live and on-demand content via SpotX’s platform.

DISH Media Sales anonymously matches its first-party Sling TV subscriber data to time-sensitive events and vertical markets to identify addressable segments, based on experience built through offering addressable TV on DISH, according to SpotX. The anonymous data is aggregated and the impressions are made available for advertisers to buy in real time via controlled, private marketplaces facilitated by SpotX’s ad serving and programmatic enablement technology.

Sling TV impressions are available to a number of demand side platforms through the SpotX’s video ad serving platform, including Adobe, AOL, AppNexus, BrightRoll, DataXu, Google DBM, MediaMath, The Trade Desk, Turn, VideoAmp and Videology.

“Dynamic ad insertion across premium live and on-demand content with highly targeted custom audience segments is a rarity in the market,” said Ben Abbatiello, vice-president of strategic accounts at SpotX.

“The addition of this content to the programmatic ecosystem is a significant step forward for advertisers and reinforces Sling TV as a top innovator in our industry. Advertisers will benefit from the control and transparency of the private marketplace environment, giving them the certainty that their campaigns are delivering with full-screen viewability in brand-safe, premium environments.”