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With millennials and Gen Z firmly onboard its digital services, Medialaan tests programmatic

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Demonstrating the success of its digital strategy, Belgian broadcaster Medialaan, which covers the Flanders region, has 1.3 million customers who have signed-in to watch its long-form content online. This includes 60% of all 15-24 year-olds. 80% of the broadcaster’s digital viewing comes from under-34s. As Olivier van Zeebroeck, Head of Digital at Medialaan reveals here, the company is trying to create some local consensus on viewability standards, would like to offer regular viewability reports and would even like to trade against viewability. The company is also testing programmatic guaranteed as a way to deliver data-enriched advertising efficiently, with a view to going live with programmatic next year.

 


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