As the TV industry looks to make buying linear ad inventory more automated and targeted, AMC Networks this summer ran tests with several advertisers that enabled programmatic and addressable buying on linear TV.
The cable programmer, whose shows include "The Walking Dead" and its multiple spinoffs, struck a deal with ad tech firm The Trade Desk and sell-side platform Magnite this summer to implement addressable programmatic buying for Securian Financial, Best Western and Smithfield Foods.
“This is a huge development, for us and for the entire industry, unlocking the value of linear inventory by providing advanced programmatic buying, with full addressability, on linear TV,” said Evan Adlman, AMC Networks’ senior VP of advanced advertising and digital partnerships, reiterating its pledge to work towards 100% addressability.
After making addressable a focal point of its 2021 upfront conversations, AMC officially enabled its addressable TV capabilities in the third quarter of this year. All three of the initial clients have opted to continue their campaigns in the fourth quarter, AMC said in a statement.