ABC Dips a Toe Into the Programmatic Pool

Partnership with FreeWheel furthers the cause of automated buying

While it executed all the expected dance moves, screening cut-downs of its fall series before letting late-night prankster Jimmy Kimmel off the leash for his annual Friar’s Club roast of the broadcast biz, ABC on Tuesday afternoon had at least one surprise up its sleeve.

Speaking to media buyers and advertisers during the network’s 2014-15 upfront presentation, ABC ad sales president Geri Wang announced that her team plans to begin kicking the tires on programmatic.

“We’re creating a private marketplace for our TV customers, allowing you to reserve ABC digital video using your buyer platform,” Wang said. “We’re

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