ABC Sales today announced a programmatic video sales effort aimed at helping marketers apply data and automation in the premium video marketplace.
Geri Wang, President of ABC Sales, described the first-of-its-kind initiative during remarks at ABC’s annual upfront presentation.
The trial will take place throughout the summer and leverage new tools being introduced by ad monetization platform FreeWheel. ABC will be the first media company to offer premium video through FreeWheel’s solution, called FourFronts Programmatic, which was unveiled earlier in the day.
“We know how important it is to help our clients create value by making media more targeted and the transaction process more streamlined,” Wang said. “Our track record is to lead – we did it with digital distribution and ABC Unified and we will lead in the areas of data and automation as well.”
FreeWheel provides digital inventory management and adserving solutions to ABC and a host of other broadcast and cable TV networks. Their new FourFronts Programmatic tool connects ad seller inventory systems with ad buyer demand-side platforms. Importantly, it creates safeguards for publishers to ensure that automated transactions are handled transparently.
ABC’s summer trial will include digital video ad inventory across ABC Entertainment and News programming. Sister cable network ABC Family will also be participating in the trial, making video inventory available across its digital portfolio of shows. Neither network will include linear TV inventory in the trial at this time.
The foray into programmatic offerings will be limited to “reserved” inventory, meaning clients will need to commit to spend levels in advance over a defined time period. Its core value proposition will be to help better execute targeting strategies, automate the transaction process and ensure that campaigns are delivered to goal.
The company expects to work with trial participants on defining and testing a variety of data sources to drive ad targeting.
“We’re especially excited to partner with clients to identify how their first party data can be used to enhance media delivery,” Wang added.
“We’re very excited to have ABC as our first launch partner for this important industry initiative,” said Jon Heller, co-founder and co-CEO of FreeWheel. “This is a very exciting time in our industry, and FreeWheel is committed to help shape the programmatic landscape so that it works for both buyers and sellers.”