TVB chooses Rubicon Project's programmatic exchange to allow audience targeting through connected TV

The Rubicon Project has announced the completion of its first Asian connected television (CTV) integration with Hong Kong-based TVB’s OTT platform, myTV SUPER.

The integration means that media buyers will be able to access TVB’s web, app, and CTV inventory through the Rubicon Project’s programmatic exchange.

According to Yogesh Sehgal, the regional manager for Asia at Rubicon Project, this partnership marks important progress for the company in Hong Kong.

“With the penetration of 6.9 million subscriptions in the Hong Kong market, myTV SUPER is the undisputed leader in the OTT and CTV space and we are thrilled to partner with them to power their programmatic sales strategies,” said Sehgal.

“Video revenues have been a growth driver in 2018 for Rubicon Project and we are confident of achieving significant growth for TVB through our suite of video products and buyer integrations.”

Benjamin Li, head of online advertising sales at myTV SUPER added: “We are excited to be working with Rubicon Project to bring our premium inventory to their platform for programmatic trading. This partnership is a natural step for TVB and we anticipate it will bring significant benefits.”

The adtech platform signed the 'Principles for a Better Programmatic Marketplace' in October, which was developed to form the foundation of the future of digital consumer engagement, clearly explaining how the market should operate, reducing friction, ensuring quality, and increasing value for buyers and publishers.