Korean TV could now find their TV ads seeming a bit better targeted, as a deal between SSP Spotx and Korea-based TV targeting specialists Anypoint Media will see digital programmatic ads inserted into linear TV channels.
The deal spans over 6 million people and will be delivered by switching in digital, targeted TV ads to ad breaks in linear channels in Korea.
According to SpotX, this is the first “truly” programmatic TV solution in the Asia region, as the company argues other programmatic TV services sell ads on broad audience estimates.
SpotX senior director of supply, JAPAC, Daniel Rowlands, said: “The promise of programmatic TV has been top of mind for much of the industry, but has yet to come to Asia. Our partnership with Anypoint will enable true programmatic TV to be executed in Asia for the first time.”
Advertisers will be able to target on a household level, using data and insights to inform the targeting of the linear ads.
It follows SpotX’s launch of dynamic ad insertion products for Apple TV, a deal with Newsy and a partnership with Yospace to dynamically insert ads in OTT environments.