Live TV inventory will be available programmatically in Malaysia for the first time after pay-TV broadcaster Astro agreed to terms with adtech video platform Telaria.
The deal makes Telaria the official video management platform (VMP) for Astro, which means it can connect premium publishers with differentiated demand through curated inventory packages and a dedicated buyer UI and deal library to Astro’s TV, OTT, and digital video content.
Advertisers will be able to reach Astro’s audience across multiple screens with the benefit of advanced audience insights, including Astro’s first-party data segments, and content-level targeting.
Astro will also be able to gain greater control and insights into inventory and demand data to make informed decisions about its business, as well as have access to live reporting and real-time diagnostics within the VMP, enabling teams to troubleshoot in sub-seconds.
“Viewers are increasingly watching a mix of video-on-demand and live TV, and this partnership with Telaria will enable advertisers to better reach audiences everywhere they are watching,” said Andy Yap, vice president of digital advertising expenditure at Astro.
“As a video-first company, it is vital to us that our customers maintain a great viewing experience and we have confidence that Telaria has the right tools and capabilities that will enable us to transact with advertisers more efficiently while delivering that high-quality experience for our viewers. We’re excited to work with Telaria to maximize the value of our unique inventory and audience.”
Astro's move is similar to its counterpart TVB in Hong Kong, which recently signed a deal with the Rubicon Project to allow media buyers to access TVB’s web, app, and connected TV inventory through the Rubicon Project’s programmatic exchange.