Broadcaster RTÉ trades premium video inventory via its own private marketplace

The move means it can now extend its reach into other markets, including the UK and US, without having to open additional sales houses. It has also been prompted by demand form Irish expatriates keen to access Irish-generated catch-up TV shows.

Adap.tv also provides comparable GRP metrics via Nielsen’s Online Campaign Ratings, which helps RTÉ measure the value of video-on-demand, according to RTÉ Digital's commercial director Conor Mullen.

“Working with Adap.tv provides us with direct access to premium brands and the ability to generate high yields from all of our premium video inventory.

“The quality of the environment we offer combined with the ease of access to target audiences provided by Adap.tv technology is a combination that big brand advertisers value,” he said.

Adap.tv managing director of Europe Brian Fitzpatrick said the deal proves advertisers are willing to pay premium prices for premium inventory regardless of how that inventory is sold.

“It is also proof that programmatic trading can command high rates and provide a cost-effective solution for broadcasters looking to generate revenue outside their core market,” he said.

The deal is understood to be one of the first examples of a TV broadcaster launching its own private exchange for video-on-demand inventory.

Advertisers are increasingly becoming interested in the programmatic method of buying, which involves buying audiences at scale, rather than impressions on a real-time bidding basis.

Kellogg’s is preparing to extend programmatic buying to video advertising in the UK as it continues its data-driven, precision-marketing strategy.

Meanwhile Bonin Bough, VP of media for Mondelez, which used to be the chocolate and confectionery arm of Kraft, previously told The Drum that programmatic buying is the future of all media buying including TV.