AMC Networks: We’re going programmatic
September 17, 2015
You can now use automated buying to insert your client onto the network that broadcasts cable’s biggest scripted hit.
AMC Networks says it will make some of its advertising inventory available for programmatic buying across its networks, including AMC, home to mega-hit “The Walking Dead,” BBC America, WE tv, IFC and SundanceTV.
The networks will use WideOrbit’s WO Programmatic TV marketplace in the automated buying process.
AMC only says it “will offer a percentage” of its ad inventory for programmatic buying, but it’s not yet clear what that will include. The move will allow advertisers to track their ads using their own metrics and customer data, which could make certain inventory more valuable to advertisers and lead to increased rates.
Two agencies are already on board. AMC’s release included endorsements from both Magna Global and Horizon Media.
In the release, Magna executive vice president and U.S. director Todd Gordon said, “This partnership will enable our clients to use their customer data to select programming in premium environments across AMC Networks in more precise and automated ways.”
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