DISH Media Partners with PubMatic to Accelerate Programmatic Demand for SLING TV
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The partnership between DISH Media and PubMatic signifies a strategic move within the digital advertising landscape, particularly in the context of supply path optimization (SPO) and connected TV (CTV) advertising. SPO is a method by which advertisers streamline their ad buying process to more efficiently purchase digital ads, avoiding intermediaries that add little value. The collaboration aims to provide advertisers with enhanced targeting capabilities and better control over ad spend, which is crucial as ad supported streaming providers like SLING TV gain momentum among consumers.
From a market research perspective, the growth in virtual multichannel video programming distributor (vMVPD) viewership, which is projected to increase by over 40% since 2020, coupled with the decline in traditional pay TV viewership, represents a significant shift in consumer behavior. This shift opens up new avenues for advertisers to reach audiences who are increasingly consuming content via streaming services. The access to premium demand through private marketplace deals and the ability to pass valuable content signals in the bid stream could potentially lead to higher campaign ROI for advertisers.
Financially, partnerships like the one between DISH Media and PubMatic can have material implications on the revenues of both companies involved. For PubMatic, the integration with a high-profile partner like SLING TV could lead to increased transaction volumes on their platform, which in turn may boost the company's financial performance. The partnership is likely to be looked upon favorably by investors, as access to premium programming and live sports content presents an attractive proposition for ad buyers, potentially leading to increased ad spending during major events such as the Paris Summer Olympic Games and Copa America.
It is also worth noting that this partnership comes at a time when the digital advertising market is undergoing structural changes, with a focus on transparency and performance. As targeting signals become less prevalent in other digital channels, the ability to offer rich targeting signals on CTV could provide PubMatic with a competitive edge. However, it is essential to monitor how these strategic moves align with industry trends and whether they translate into sustained financial growth for the companies involved.
In the realm of advertising technology, the collaboration between DISH Media and PubMatic is a testament to the increasing importance of programmatic advertising in the CTV space. Programmatic advertising refers to the automated buying and selling of online advertising space, which is becoming more prevalent in CTV due to its efficiency and the ability to leverage data for targeted advertising. The partnership's focus on transparency and the empowerment of buyers aligns with the broader industry's push towards greater accountability in ad spending.
Moreover, the integration of valuable content signals such as genre or network into the bid stream is a sophisticated approach that enables advertisers to refine their targeting strategies and potentially improve the relevance and effectiveness of their ad placements. The emphasis on premium ad inventory and exclusive audience segments suggests a strategic positioning to attract top-tier advertisers seeking quality over quantity. The long-term success of this partnership will hinge on its ability to deliver on these promises and to adapt to the rapidly evolving ad tech landscape.
DISH Media leans in on a data-driven approach in its latest collaboration with PubMatic, giving advertisers more optimization and better control of ad spend
NO-HEADQUARTERS/REDWOOD CITY, Calif., Feb. 15, 2024 (GLOBE NEWSWIRE) -- PubMatic (Nasdaq: PUBM), an independent technology company delivering digital advertising’s supply chain of the future, today announced a partnership with DISH Media (NASDAQ: SATS) that allows SLING TV to tap into PubMatic’s supply path optimization partnerships to access premium demand via private marketplace deals.
SLING TV and PubMatic’s new partnership comes as more consumers seek ad supported streaming providers as a primary means for engaging with TV content. According to Insider Intelligence, virtual multichannel video programming distributor (vMVPD) viewership is expected to rise by over
The partnership enables DISH Media to access PubMatic’s growing list of supply path optimization partners, which collectively make up over
"We are strategically expanding our partnerships with SSPs to amplify scale and flexibility for our buyers,” said Andrew Tint, head of programmatic partnerships, DISH Media. “Transparency remains a core focus, and in this pursuit, we are excited to announce PubMatic as our newest partner. With an extended SSP footprint, we are providing buyers with unparalleled flexibility, empowering them to make purchasing decisions that align seamlessly with their strategic goals.”
Brad Stockton, senior vice president of video innovation at dentsu added, “DISH Media and PubMatic’s partnership will create more opportunities for advertisers to be in front of the right audiences during major seasonal advertising periods while accessing valuable targeting signals to improve ROI. We are excited to be partnering with them to bring more innovative solutions to clients and build on our advertising supply chain.”
PubMatic’s buyers will now have access to premium programming on SLING, plus a diverse range of live sports content with channels like ESPN, NFL Network, FS1, TBS and TNT. Major global sporting events including the Paris Summer Olympic Games and Copa America in the U.S., will account for a significant boost in ad spending in 2024. In search of performance amidst ongoing structural changes to the digital ad market, advertisers are expected to look towards programmatic CTV that combines the precision targeting of digital with the prestige user engagement of traditional TV.
“This year is shaping up to be a monumental year for CTV advertising as targeting signals disappear from other digital channels and the political season drives increased live TV viewership,” said Nicole Scaglione, VP, CTV/OTT and Online Video at PubMatic. “We are excited to partner with DISH Media to offer our advertisers access to the valuable inventory on SLING and enable them to tap into rich targeting signals to drive their campaign objectives.”
About PubMatic:
PubMatic (Nasdaq: PUBM) is an independent technology company maximizing customer value by delivering digital advertising’s supply chain of the future. PubMatic’s sell-side platform empowers the world’s leading digital content creators across the open internet to control access to their inventory and increase monetization by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices. Since 2006, our infrastructure-driven approach has allowed for the efficient processing and utilization of data in real time. By delivering scalable and flexible programmatic innovation, we improve outcomes for our customers while championing a vibrant and transparent digital advertising supply chain.
About DISH Media:
DISH Media provides advertisers with intelligent solutions to efficiently maximize exposure to desired audiences across DISH TV and SLING TV while safeguarding consumer personal information. Through innovative platforms like addressable targeting and programmatic buying, viewer measurement tools and access to custom audiences on DISH TV and SLING TV, advertisers employ data-driven, demographically targeted buys that enhance their national media campaigns. Visit media.dish.com. DISH Media is an indirect subsidiary of EchoStar Corporation (NASDAQ: SATS).
Press Contact:
Broadsheet Communications for PubMatic
pubmaticteam@broadsheetcomms.com
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