AMC Network said it will be making a portion of the advertising inventory on its national networks available for programmatic media buying.
Media agencies and advertisers are testing programmatic because it offers more targeted advertising and can be executed closer to the time the commercials air.
AMC is using WideOrbit’s WO Programmatic TV as its technology platform.
“Our programmatic advertising initiative addresses our clients’ desire to apply their own data to more effectively target our networks’ valuable audiences,” said Arlene Manos, president, national ad sales, AMC Networks. "WideOrbit stood out as an end-to-end technology partner for programmatic TV due to their experience and development in this arena."
AMC’s networks including AMC, BBC America, IFC, SundancTV and WE tv.
Read more at broadcastingcable.com.