Finecast – GroupM’s addressable TV business – is partnering with SBS and Xandr (a Microsoft-owned programmatic advertising platform) to harness header bidding technology for buying CTV inventory. The companies say the move represents a “positive shift in the access capabilities of addressable TV” which will allow advertisers to access more BVOD inventory, invest larger budgets into CTV campaigns and “reach bigger audiences”.
According to Finecast, by allowing advance bidding on inventory from multiple ad exchanges simultaneously, header bidding reduces the inefficiencies of a sequential waterfall approach to ad buying, while improving “transparency and visibility of available inventory for marketers”.
Trials conducted by Finecast in collaboration with SBS have delivered 33% more reach to SBS audiences, according to the companies. Additionally, when compared to a tag-based approach, header bidding increased the bid rate for available impressions by 30%.
John Miskelly, APAC Investment Director for GroupM, said: “This is an exciting development in the Connected TV/OTT video space where we can harness the agility and addressability of programmatic and have access to the best inventory.
“The broadcasters are doing a great job as TV transforms, and SBS and Finecast are demonstrating true best practice for access and innovation in the CTV ecosystem.”
Lee Callagher, National Digital Operations and Technology Manager for SBS, commented: “Being able to prioritise both direct and programmatic demand whilst maintaining our premium ad experience is important for SBS’ future commercial strategy.”