Sling TV goes programatic and addressable via new partnership with SpotX

Sling TV, Dish’s over-the-top streaming service, today announced a partnership with SpotX, an ad serving platform, that will enable advertisers to buy the service’s inventory programmatically along with addressable consumer segments.

Via SpotX, Sling TV impressions are now available to demand side platforms like Adobe, AOL, AppNexus, BrightRoll, DataXu, Google DBM, MediaMath, The Trade Desk, Turn, VideoAmp and Videology.

For the addressable consumer segments, Sling TV anonymously aggregates its first party subscriber data to enable marketers to buy segments like “vacationers,” “auto intenders,” and “back to school shoppers.”

“As we add more ad targeting opportunities on Sling TV, we’re creating turn-key, off-the-shelf segments for brands seeking the most popular audiences at a given time,” said Adam Lowy, director of Advanced TV and Digital Sales with DISH Media Sales and Sling TV. “For instance, we’re creating a ‘Vacationer’ segment coveted by brands as we move into summer. We’ve anonymously matched Sling TV subscribers to the target criteria so ads can be dynamically inserted on Sling TV on the big screen in the living room or on a mobile device as they plan their weekend getaway or head to the beach.”

If the first two years of Sling TV were about driving subscriber growth and securing network partnerships, the next few years will be about making it easy for advertisers to target those subscribers. The partnership with SpotX is certainly a step in the right direction.

Adam Flomenbaum

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