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. 

Next on the agenda for AMC Networks, which also includes the likes of IFC and SundanceTV in its portfolio of brands, will be to expand on its current brand partners and add new ones.  

“Giving advertisers the access to a new pool of premium inventory and the ability to use their first-party data through this linear addressable capability is a perfect match,” Tim Sims, chief revenue officer of The Trade Desk, said of the AMC partnership.

Addressable is often advantageous for brands with strong first-party data, which can be used in the individual ad buying process on a brand-by-brand basis.

In February, AMC Networks worked with Omnicom Media Group to complete what the companies said were the first-ever addressable, nationwide linear TV campaigns, enabling the advanced capabilities for Volkswagen and an unnamed brand’s campaigns that began airing on TV in late 2020.