AMC Networks is rolling out new ad technology across three of its networks, calling its linear programmatic debut an industry first

AMC Networks says it has enabled advertisers to use programmatic tools to buy ads on AMC, WE tv and BBC America, calling it an industry first.

Programmatic advertising, ubiquitous on the Internet, has increased its presence in the television world in recent years, although its introduction has been gradual. Programmatic technology enables buying and selling through real-time bidding and a fast, automated process. This allows for much more precision than the spray-and-pray offerings of traditional television, especially when it comes to managing reach and frequency. AMC Networks expects the new feature to not only improve the experience for existing linear advertisers, but also open up opportunities for previously digital-only ad buyers.

AMC Networks said the move, which follows a pilot program last month, marks the first time in the industry that live linear ad inventory has been offered for sale programmatically. The company has worked with Comcast’s ad tech company FreeWheel, as well as The Trade Desk and Canoe Ventures. L’Oréal, in collaboration with its agency Omnicom Group, was the first national advertiser to purchase programmatic advertising as part of a pilot project.

“Programmatic buying offers improved targeting and greater efficiency and has been the preferred way to transact on digital platforms for years, but has never been possible for national linear television advertising,” said Evan Adlman, EVP of Commercial Sales and Revenue Operations at AMC Networks. “During this pilot, our viewers were able to offer seven different creative executions simultaneously as part of the same national linear ad through a real-time bidding process. This is a huge step forward for us and the industry and makes our inventory, as well as our pioneering work in addressable advertising, even more valuable.”

The programmatic initiative follows another advance in ad technology two years ago, when AMC Networks began offering addressable spots on AMC, WE tv and BBC America. Responsive advertising targets specific viewers based on a variety of data points beyond the usual Nielsen metrics of age and gender. The company continues to offer addressable inventory in every hour of live linear and VOD programming.

“We were excited to be the first brand to test this important advance in the way TV advertising is bought, which fits well with our interest in automation and efficiency, as well as the ability to combine all forms of inventory together” AMC Networks, The Trade Desk and FreeWheel have been great partners and we look forward to being a part of the broader future of programmatic advertising bought in linear television,” said Shenan Reed, SVP and Head of Media at L’Oreal USA. said.