MCN Programmatic TV expands with Videology partnership

Arvind Hickman
By Arvind Hickman | 5 April 2017
MCN's Mark Frain.

Global TV and video advertising software provider Videology has partnered with MCN’s Programmatic TV platform to provide its media agency partners access to its segmented audience data under a new open platform arrangement.

The expansion of MCN’s programmatic solution to other adtech vendors follows an expansion of its partnership with AOL, which recently upgraded its own self-service platform, ONE by AOL: TV.

MCN Programmatic TV allows media agencies and advertisers to buy premium, brand safe,  linear TV advertising spots through a private exchange using MCN’s automated booking system, Landmark.

The new partnership will see Videology’s interface integrated into Landmark with the ability to trade against Multiview’s consumer segments, which extend beyond traditional demographics.

Multiview is Australia’s largest audience measurement panel, drawing on viewing behaviour of 200,000 homes and matched with actual purchase data.

“Our significant investment in technology platforms such as Landmark, MCN Programmatic TV and Multiview across the past five years sets us apart within the Australian and global media industry. And we’re continuing to push the envelope by providing our programmatic platform to multiple vendors – we’re one of the first to do that here in Australia,” MCN chief sales and marketing officer Mark Frain says.

“Having a strong ecosystem of vendor partners leveraging the MCN programmatic platform is a win for agencies and audiences. We are delighted one of the world leaders in advertising, Videology, is on board, further strengthening the value of MCN Programmatic TV.”

Scott Ferber, founder and CEO of Videology, adds: “MCN advertisers can now run campaigns using our interface against the same premium content they’re accustomed to, but with audiences segmented beyond traditional age/gender demographics.

“This, coupled with workflow automation and increased transparency, is a huge step forward for Videology’s agency partners. We look forward to a fruitful partnership as we move to the ultimate goal of true cross-screen convergence.”

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