SBS has inked a deal with programmatic player TubeMogul signalling a move into automated linear TV trading - to enable programmatic TV.
The network made the announcement at its upfront presentation this afternoon.
TubeMogul launched PTV in the US last year offering self serve automated buying to a network of more than 80 cable stations and hundreds of local broadcasters.
In June, AdNews revealed that MCN was working with AOL to launch a world first programmatic TV platform that for the first time allowed agencies to buy broadcast linear TV inventory through a private exchange.
AdNews tipped back in August that TubeMogul was lining up a deal with a local broadcaster.
SBS also announced that it would be bringing back regulars such as Eurovision, live event broadcasting from Mardi Gras and the soccer World Cup qualifier games.
More news on the SBS deal to come.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at firstname.lastname@example.org