MCN has developed a world-first private programmatic trading market called MCN Programmatic TV. The platform is an evolution of the trading platform Landmark and has been built in conjunction with technology provider, AOL Platforms.
The system, which was launched in May 2015, allows media agencies to buy traditional linear TV advertising spots through a private exchange, just like they would buy online video advertising spots.
This means buying ads from your very own desktop. Rather than calling a sales representative to book spots, media buyers can now book their TV campaign through a user-friendly interface online.
Additionally, they can book this campaign to target specific consumer segments rather than traditional demographics. The platform uses MCN’s Multiview audience segments to provide the most sophisticated audience targets in the Australian market. Most importantly, it’s an automatic, efficient, system that provides media agencies with huge time savings, which can now be diverted to drive more innovation across brand partnerships and improved planning.
MCN’s launch of Programmatic TV is one of the boldest moves made by a media company in the Australian market and has pipped both the American and European technology offering positioning MCN as a world leader which will greatly advance the TV industry in Australia.
For more information please contact your MCN representative
(02) 9209 6300