Television audience measurement platform OzTAM has integrated Google Display and Video 360 as the fourth demand-side platform partner for programmatic data service VOZ Streaming.
The partnership enables agencies and direct advertisers to access more premium TV inventory and streamline campaign delivery across broadcaster platforms. Commercial broadcast video on demand consumption has increased by more than 25% year-on-year.
“This latest integration marks another important chapter in the growth of VOZ Streaming, as we continue to deliver a more connected, efficient and future-ready programmatic BVOD ecosystem,” said Karen Halligan, CEO of OzTAM.
“With Google DV360 being a key DSP for many agencies, we’re accelerating the accessibility and impact of VOZ Streaming. It’s a clear signal that our roadmap is translating into real-world efficiencies for agencies and advertisers alike.”
Google DV360 joins existing partners The Trade Desk, Microsoft Xandr and Nexxen, connecting VOZ Streaming with the majority of the demand-side market.
The service delivers enhanced programmatic BVOD trading via a common OzTAM dataset while capping ad frequency across participating broadcasters' advertising inventory.
Google AUNZ head of programmatic media Christopher Eden said the integration supports the industry in progressing cross-media buying and measurement solutions as consumers increasingly turn to streaming.
“As consumers increasingly turn to streaming to watch their favourite content, the video and TV landscape is undergoing significant change with a multitude of exciting opportunities for marketers,” he said.
“We continue to expand and deepen our industry partnerships in Google Display & Video 360 and we are excited to partner with OzTAM on the launch of this VOZ Streaming integration.”
OMG chief media implementation officer Adam Coulter said the addition expands potential for brands to leverage VOZ audiences across connected TV alongside existing partner The Trade Desk.
“DV360’s addition to the VOZ Streaming ecosystem, alongside our existing partner The Trade Desk, expands the potential for our brands to leverage VOZ audiences across connected TV” he said.
“With OMG’s interoperable audience partnerships and continued investment in custom engineering, this integration unlocks the full potential of the BVOD ID - enabling seamless cross-screen planning, buying and measurement, and empowering clients to deliver more effective total TV strategies that drive real business outcomes.”
VOZ Streaming became Australia's official trading currency on December 29, 2024, bringing together broadcast viewing on TV sets and BVOD viewing on connected devices to provide national, de-duplicated, all-screen data for planning and trading.
The service will soon add SBS On Demand inventory.
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