Beenius teams with iPROM for programmatic advertising

TV technology provider Beenius has teamed up with south-eastern Europe digital advertising technology specialist iPROM to integrate the latter’s solutions into its interactive TV platform.

Beenius has developed an interactive TV platform for heterogeneous operator environments that supports IPTV, OTT, and hybrid services on one platform with support for the delivery of video on multiple devices.

Through its partnership with iPROM, Beenius says it will be able to offer an advanced programmatic ad-serving technology to its clients which enables simple delivery of the full scope of ad formats, monetisation of advertising space, and targeting and personalised advertising based on viewers’ behavioural patterns.

By integrating iPROM’s solutions, Beenius’ partners will have access to a standardized connection to the global programmatic advertising ecosystem and options for more effective monetization of digital content, the company said.

The pair also plan to develop a new business model that Beenius says will enable programmatic advertising based on insight into individual content consumption and preferences.

“In a data-driven world, ad-serving efficiency is very important. We are proud to have partnered with Beenius and delivered a solution that has it all – an interactive TV platform with unique advanced ad-serving capabilities. The Beenius’ partners now have at their disposal advanced tools for ultra-precise targeted audience segmentation, effective planning and proficient execution, so they can build better ads, user experiences and stronger customer relationships,” said Igor Mali, COO at iPROM.

In the very early days of interactive TV, we introduced targeted advertising, but we knew it was just the beginning. We want to provide our customer’s subscribers with the best video watching experience regardless of the screen they use. This also applies to advertising that must be useful and personalized for viewers,” said Dragoslav Radin, CTO, Beenius.

“To achieve this, we can provide ad targeting mechanisms using big data about viewer’s content preferences, but we also need the supplier of technology solutions for serving advertising across digital media. To bring our customers the best-of-breed integrated programmatic TV ad platform, we have chosen iPROM which has extensive experience in managing digital media buying.”