placemedia, the fully automated supply side programmatic platform for linear TV, announced today their plans to offer the industry’s first ever programmatic upfront. During the upfront, advertisers and agencies will access over 30 billion monthly impressions from leading television providers through placemedia’s technology platform. The programmatic upfront is available exclusively through participating digital ad tech leaders, including: The Trade Desk, Tremor Video and Collective.
The programmatic upfront is taking advantage of inventory from local cable providers, national cable networks and local broadcasters. Participating companies will actively market the upfront with their current digital video advertising clients, with the goal of bringing digital dollars and impressions to traditional TV.
placemedia and participating companies will also host a series of events and presentations to promote the upfront with prospective advertisers and agencies. As with the traditional upfronts, advertisers will be able to secure future impressions at a guaranteed CPM for placement of upfront annual audience-based buys.
“The upfronts have historically provided advertisers with an opportunity to target specific programs and guaranteed spots,” said Derek Mattsson, President of placemedia. “With the programmatic upfront we’re creating an opportunity for advertisers to target a guaranteed audience.”
“We’re proud to join placemedia in forging a new frontier for programmatic television,” says Jeff Green, CEO and founder of The Trade Desk. “Our engineering team has worked hard to build technology over the past year to power upfront buying through programmatic pipes, and this partnership with placemedia is an exciting next step in that evolution.”
“The technology that powers our premium video marketplace was built to serve sight, sound and motion, regardless of the device so adding the ability to buy linear TV is a natural fit for us,” said Lauren Wiener, President of Global Sales and Marketing at Tremor Video. “Marketers must see TV as another effective screen to maximize the performance of their campaigns though an all-screen approach and we are pleased to work with placemedia to help them achieve this goal.”
“Given our expertise in the use of audience data for programmatic advertising and video specifically, it is natural that we are extending this capability to TV inventory,” said Collective CEO Joe Apprendi. “We are pleased to join placemedia for this game changing event, which will help advertisers leverage programmatic to take their TV ad campaigns to new heights.”
For more information about the programmatic upfronts visit www.placemedia.com/upfront. Or contact a placemedia partner:
placemedia, a wholly owned subsidiary of Viamedia, is the fully automated programmatic television platform for linear television. The placemedia platform seamlessly connects agencies, rep firms and DSPs from the demand side with aggregated inventory from placemedia’s supply side partners. Through aggregation and automation, placemedia is creating new value for undersold inventory on cable networks, broadcast and with MVPDs. Visit www.placemedia.com for more information.