Atresmedia Publicidad bets on programmatic television advertising through TechAlliance
December 01, 2021
LONDON (December 1, 2021) — Amobee, a global leader in advertising technology that unifies audiences across TV, digital and social, announces Atresmedia Publicidad will launch a self-serve, programmatic television advertising sales solution through TechAlliance, a planned joint venture between Amobee and smartclip.
An agreement to offer new television inventories programmatically
Through this collaboration, Atresmedia joins other European broadcasters in offering exclusive access to its television inventory on the Amobee DSP, underpinned by HbbTV technology solutions.
Amobee is currently working on driving access to television inventory and is already operated by major European broadcasters such as RTL and ITV. Amobee brings to market a “Storefront” specially designed to facilitate the purchase of this TV inventory by agencies and advertisers.
This offering, which is currently in beta beginning in December, will have a final version available to all advertisers during Q1 of 2022. Its launch marks the first-ever Spanish offering of programmatic access to linear television advertising.
A pioneering commitment to digitization
José Miguel García-Gasco, general director of Atresmedia Publicidad, has stated that, with this agreement, the Group “continues to bet on the digitization required by the market” and is “once again a pioneer in making new TV inventory available to the market, on this occasion, HbbTV linear television programmatic inventory. ” In addition, he highlighted the enormous potential of this inventory as it “brings together the best characteristics of the television and digital worlds: the brand safety and great reach of linear television with advanced segmentation solutions of digital advertising.”
Innovation and quality
Once again, Atresmedia Publicidad remains faithful to its commitments as an advertising exclusivist: effective advertising and always up-to-date in innovation to offer brands and agencies the most appropriate campaign for each communication need, as well as the best commercial service.
Founded in 2005, Amobee is an advertising platform that understands how people consume content. Our goal is to optimize outcomes for advertisers and media companies, while providing a better consumer experience. Through our platform, we help customers further their audience development, optimize their cross channel performance across all TV, connected TV, and digital media, and drive new customer growth through detailed analytics and reporting. Amobee is a wholly owned subsidiary of Singtel, one of the largest communications technology companies in the world.
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