MCN ups the ante on data; rolls out two new platforms

Sarah Homewood
By Sarah Homewood | 1 December 2015

Multi Channel Network (MCN) has cemented its programmatic offering, rolling out two new data and trading platforms allowing advertisers to serve content across its free-to-air, subscription TV and digital video network.

The move follows the business' announcement in June that it was investing $30 million in its “world-first programmatic TV platform”, with MCN now revealing it's set to launch its Multiview XP and MCN Programmatic XP offerings in January.

According to MCN, Multiview XP will offer agencies “single source data and insights to facilitate enhanced planning, buying and measurement for campaigns”. Multiview relies on consumer behaviour data from Quantium, which allows agencies to target their campaigns to more than 100 different customer segments.

From January 2016, the Multiview XP platform will grow its TV viewing panel from 110,000 to 200,000, aggregating viewing audience data from both Foxtel and Ten Network.

MCN CEO, Anthony Fitzgerald, said: “Screens now follow the consumer experience through every waking moment. What will define ‘premium advertising content’ into the future is brand-safe, broadcast quality video content of any length, on any screen.

“Advertising must follow suit, and with MCN’s Multiview XP and Programmatic XP platforms we are delivering advertisers a consistent broadcast quality experience across all screens, driven by the best data in market and delivered by the most advanced cross-platform trading platform in the world.”

MCN Programmatic XP is an expansion on MCN’s Programmatic TV platform, launched earlier in the year with AOL Platforms, which allows media agencies to buy traditional linear TV advertising spots through a private exchange, just as they would buy online advertising.

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