Establishing a key foothold in the world of programmatic TV, AT&T said it has launched a automated, self-service private marketplace for linear TV advertising in partnership with Videology.
AT&T announced VIP Thursday at the Videology “Full Frontal” Upfront event.
AT&T’s data-driven, programmatic system, called the Video Inventory Platform (VIP), will work off a web-based interface that aims to simplify targeting and planning for TV advertisers and ad agencies.
VIP, it added, will enable those partners to build campaigns using the AT&T AdWorks national TV ad inventory on all cable networks and dayparts across 26 million homes in all 210 DMAs.
Targeting, AT&T said, will be determined using proprietary aggregated and anonymized data and third-party sources.
Signaling that it’s already on the programmatic TV onramp, AT&T said, in Q2, it will start to look to bring on a trial agency or brand to “run several campaigns across the platform, and plan to roll out the product more widely later this year.”
AT&T’s VIP will initially include TV Blueprint inventory, the aforementioned 26 million homes coming way of DirecTV and U-verse TV (AT&T acquired DirecTV last July), and, in the future, could include additional inventory sources such as addressable TV, TV Everywhere and digital video. Among AT&T’s digital-facing activities, it plans to launch three over-the-top services in Q4 2016.