MCN looks in-house to boost programmatic offering

Josh McDonnell
By Josh McDonnell | 9 July 2018

Multi Channel Network (MCN) has switched up its programmatic trading offering in-house with the launch of Smarthub.

The new and revamped platform serves up the trading, tracking and reporting of automated bookings across its linear subscription and free to air television channels, plus digital video platforms.

Smarthub allows programmatic TV (PTV) trading on the Foxtel network, replacing the current AOL platform used to book and trade subscription TV campaigns.

It was just April last year that AOL, in partnership MCN, launched a global programmatic TV buyer platform that it said at the time, "expands targeting with three times more audience segments than its previous offering". 'One by AOL TV' replaced its own programmatic TV platform and became the first self-service platform that drew on MCN inventory and audience segments from MCN's Multiview panel data.

Speaking to AdNews, a spokesperson from MCN says the decision to take the platform in-house was based entirely on AOL's announcement that it would retreat from its supply side trading platform globally.

"We decided to use the opportunity to build our own platform, instead of finding another partner and because long-term, we could integrate other MCN technology systems to allow for a more efficient and effective trading process for buyers," the spokesperson says.

The platform will allow transactions across Multiview; MCN’s 200,000 home audience panel, as well as via OzTAM demographics and will be available to be booked against 40 targeted behavioural segments.

MCN says that future capabilities for Smarthub will include digital video inventory utilising Multiview segments and programmatic trading on Network Ten’s digital channels.

“Smarthub aims to help accelerate the adoption of automated trading, which is fast becoming the growth area for Australia’s media sector as clients can receive both the data segmentation and trading delivery benefits from digital, plus the mass scale and reach of linear broadcast television,” MCN chief sales and marketing officer Mark Frain says.

“With the increasing concerns around brand safety on video-based platforms, and tech vendors retreating from supply side trading platforms, the solution also ensures the market can continue trading TV efficiently through a secure and locally produced portal.”

Smarthub, MCN’s third platform launch to market in the PTV space, has been designed to connect MCN to its buy-side customers using an interactive interface built in collaboration with AI company, Iponweb.

“This capability means MCN has the potential for integration and connectivity into the digital mindset and ecosystem for further advanced advertising models for broadcast," MCN chief technology and systems operations officer Angela Goodsir says.

"The agile delivery and flexibility of our partnership has also enabled the platform to be up and running within a record-breaking 12 weeks.”

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