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AppNexus and Zattoo replace commercials in real time

Monday, September 11th, 2017 | Gadgets

The television streaming service Zattoo and the technology provider AppNexus make a common cause at Programmatic Advertising. In the course of the cooperation Zattoo uses the Supply Side Platform (SSP) from AppNexus. In the future, advertisers will be able to control TV campaigns in real-time, personalized and programmatic.

          This works with a technology called "Dynamic Ad Insertion". TV advertising in the Zattoo live stream can be replaced by other, more appropriate commercials in real time. Advertisers are thus familiar features from the online world such as targeting and frequency capping available, the company shares with. High scattering losses should be reduced in this way. Sky has been using a similar technology for its "Sky Go" mobile offer since February, where the advertising blocks from the linear TV program are cut out at Bundesliga and Champions League games and the inventory is filled again via the ad server. In addition, Zattoo is now using the specially developed "Server Side Ad Insertion", which makes it possible to add TV advertising blocks to the live TV channels, Stream. This ad-adverted advertising delivery, which is to be more targeted and individualized, opens up the exact designation of relevant measured variables for advertisers, such as gross, net, or view-through-rate (VTR). Digital marketing in focus Now every week intensified in HORIZONT Print! Interest? Then best to use our current test-read offer with digital marketing focus. Click here to order
"TV advertising will continue to play a role as a broadband broadcaster, but the broad distribution as we know it from advertising in classic television is, however, very restrictive for many advertisers," says AppNexus CEO Ulrich Hegge, explaining the new collaboration. He sees in particular the individualisation and performance campaigns classic TV at the disadvantage: "Depending on the goal of a campaign, advertising in TV environments completely disappears." For the first time for TV campaigns, frequency capping is also possible to increase the number of advertising deliveries and protect users from annoying commercials. Further positive effects of the new advertising display: The users are not affected by interfering loading times (buffering) and Adblocker has no chance to prevent the delivery of advertising.
      "TV advertising will continue to play a role as a broadband provider. The broad diversion associated with this as we know it from the advertising circuit in classical television is, however, very restrictive for many advertisers. "
      Ulrich Hegge
    The cooperation with AppNexus is only consistent from the point of view of Zattoo. The company, currently serving 17 million registered users and serving more than 1.2 million active users per month, relaunched its marketing in March and ended the partnership with Seven One Media. Reason: The TV streaming provider wants to market more independently in the future and expand the offer for programmatic advertising bookings. "We see the future in programmatic advertising," says Oliver Knappmann, Chief Sales Officer, "so that advertising companies can use their mediabudgets much more purposefully and efficiently. ron





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