In a first, marketing and technology agency DigitasLBi has purchased Oscars TV advertising programmatically.
The purchase was made via a match between between the demand side platform (DSP) TubeMogul and the sell side platform (SSP) WideOrbit. The 30-second ad will air in eight markets during Sunday’s live broadcast.
“We’re proud to be the first agency to purchase a spot in multiple markets with fully automated technology on one of the most prestigious and popular events on TV,” said Scott Marsden, SVP Media, DigitasLBi. “We believe that the future of television advertising is automated and data-driven, so the decision to pilot this technology and learn from the results was an easy one to make.”
“Programmatic will be how the majority of television advertising is sold in the future. It is great to see top agencies like DigitasLBi show leadership in programmatic by using it to run ads on premium events like the Oscars, the Super Bowl and March Madness,” said Eric R. Mathewson, Founder and CEO of WideOrbit. “WideOrbit has worked very hard to insure that Programmatic television is a level playing field for broadcasters and advertiser that performs as an automated alternative sales channel that does not commoditize inventory or conflict with existing direct sales channels.”