Canada-based media and broadcast company Corus Entertainment has formed an exclusive deal with Visible World, the ad-tech company acquired by Comcast last year, that will enable programmatic advertising capabilities for linear TV services.
Corus, they said, is the first Canadian broadcaster to commit to bringing a more automated, data-driven programmatic-style to linear television, claiming it will enable advertisers to get higher returns on their TV ad buys.
For the rollout in Canada, the solution will use traditional Numeris ratings, as well as aggregate, anonymized data, and audience segmentation information.
They said advertisers and media planners can use existing in-house demand-side platforms or connect into the Visible World system to plan, buy, and report on their campaigns.
Corus’s portfolio includes 45 specialty television services as well as 15 conventional TV stations.
“Through our Next Generation Advertising offering, we are delivering superior results to our advertisers by leveraging advancements in data and technology,” Greg McLelland, EVP and chief revenue officer at Corus, said in a statement “Bringing programmatic capabilities to television will not only streamline the buying process across platforms, it will also enable advertisers to gain new insights into audiences to optimize their media buy.”
³We are looking forward to the partnership with industry-leading broadcaster, Corus,² said Seth Haberman, Founder & CEO, Visible World.
“We believe the collaboration will help enhance ad sales efforts with data-driven insights and automation across the Canadian marketplace and further Comcast Platform Service¹s partnership with Corus,” added Visible World CEO Seth Haberman.
Comcast acquired New York-based Visible World and its programmatic TV subsidiary, AudienceXpress, last year.