Hulu introduces new programmatic marketplace

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The Hulu original series 'The Handmaid's Tale.'
The Hulu original series 'The Handmaid's Tale.' Credit: Hulu

Hulu is further automating advertising on the streaming platform with a new private programmatic marketplace. It's the latest effort being made to advance TV ad buying by making it more targeted and efficient.

All of Hulu's on-demand and live TV inventory will be available in the marketplace starting on Jan. 1. This will be an invite-only auction where bidding is possible.

The marketplace will allow advertisers and agencies to buy Hulu's TV inventory in a more targeted way against audience demographics and geography. Advertisers will still need to work with Hulu's sales team to gain access to the marketplace, get vetted and approved as an advertisers to ensure competitive separation, and go through creative reviews to ensure a high-quality experience for users.

There will be a floor on bidding and the private marketplace won't replace large-scale upfront deals, when marketers strike deals for sponsorships or product placements in content.

But unlike Hulu's first private marketplace, which it introduced in 2015 in conjunction with Facebook and Oracle, this PMP will allow marketers to set their own bid based upon how they value the audience. The old PMP simply allowed marketers to automate deals that they had already struck with Hulu's ad sales team.

Brands will also be afforded the same protections they can get through direct buys, including frequency caps, category separation and viewability measurement.

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