Anypoint Media Partners with SpotX to Bring Addreable Linear TV Ads to Asia

Dynamic Ad Insertion via Set-Top Boxes to Bring Household-Level Addressability to TV

Anypoint Media and SpotX today announced their partnership in Asia to bring true addressable programmatic TV to the region.

The companies have partnered to enable advertisers to buy ad space on a household-by-household basis across the IPTV and CATV operators that use Anypoint's targeted linear TV advertising infrastructure.

SpotX will enable dynamic ad insertion into households that match the ad's targeting criteria. This is distinct from other programmatic TV executions in the region which focus on selling ad units on broad audience estimates.

This level of household addressability is a first for the region, according to Senior Director of Supply, JAPAC, at SpotX, Daniel Rowlands.

The promise of programmatic TV has been top of mind for much of the industry, but has yet to come to Asia, Rowlands said. Our partnership with Anypoint will enable true programmatic TV to be executed in Asia for the first time.

Anypoint Media is a Korean-based company who has access to over 6 million set top boxes in Korea.

Its cloud-based TV solutions enable linear TV feeds to switch over to digital feeds within the set-top box in order to play the targeted ads, the company's CEO, Won Baek, explained.

Set-top box addressability creates thriving, data-driven TV ad markets that maximize the holistic audience value of linear TV inventory, Baek said. This is a significant advancement for the Korean marketplace, and we're excited to work with SpotX to expand these capabilities in markets across the JAPAC region.

The partnership allows advertisers to purchase with advanced data and insights in a linear environment. Brands can now identify their target audience at a household level and ensure their messaging is relevant every time.

It follows SpotX's dynamic ad insertion products for Apple TV and Roku, and partnership with Yospace to dynamically insert ads in OTT environments.

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