Seven West Media has combined its data management platform (DMP) and its supply side platform (SSP) for its broadcast video on demand inventory (BVOD)
The Australian-based media company hopes that by integrating its DMP and SSP, which is provided by Lotame and Telaria respectively, it will deliver enhanced programmatic advertising solutions to advertisers across its long-form premium video inventory.
The decision to combine both its DMP and SSP is part of Seven’s investment in its audience intelligence and programmatic capabilities. It is also rapidly scaling its logged in user base, having introduced a single sign across its mobile and web applications.
In addition, Seven pointed out that over 60% of its BVOD is traded programmatically, which means clients are demanding more sophisticated targeting solutions to drive better outcomes in the most efficient way possible.
“We’re proud to be the first in the world to bring Lotame and Telaria together in this way. It’s really pushing the boundaries of digital video and audience targeting, and with almost three million users engaging with Seven West Media OTT products in April, we are now able to provide highly sophisticated programmatic targeting at scale,” said James Bayes, digital sales director at Seven West Media.
“Seven owns, creates and delivers more long form premium video content than any other media company. The explosion of that content consumption across devices and screens, led by Connected TV, combined with Seven’s unique Addressable TV capability, logged in user data and programmatic audience capability creates a powerful platform to connect with targeted audiences at scale.”