DIRECTV & DISH Media Announce Collaborative Efforts to Streamline Advertising




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DIRECTV Advertising and DISH Media announced today they are issuing new standardized solutions for enabling programming structured with a simpler, more consistent process to improve workflow. In a press release by DISH Media, the collaborative efforts are intended to reduce the time and effort necessary for “programmers to enable addressable advertising across multiple distributor footprints.”

Together, the companies have devised three distinct options designed to grant programmers flexibility in enabling. DIRECTV and DISH Media also streamlined the implementation process by removing custom integrations and developments, thus expediting the entire process. 

“We’ve seen the power of addressable technology and the tremendous benefits it brings marketers, with the ability to precisely reach consumers, optimize for cross-platform reach and frequency, and measure outcomes. Now, we’re excited to announce the next wave of streamlined addressable solutions which will unlock the powerful capabilities of this format for programmers and ultimately benefit advertisers with a broader and simpler addressable ecosystem.” – Matt Van Houten, SVP of Product, Operations, and Business Development, DIRECTV Advertising

These options are outlined as follows:

  • Direct integration via the INVIDI Conexus™ consolidated campaign management platform
  • A plug-and-play solution for broadcast or broadcast and cable networks combined— including live events—from Adcuratio
  • Unified workflows across multiple distribution endpoints with Canoe Service Assurance℠

“In the past, the programmer enablement process has been custom and often quite manual, slowing down the adoption of addressable and the benefits that it brings. By offering these standardized and consistent solutions that improve programmer operations, we’re making it easier for media owners to light up more of their inventory for addressable targeting across our platforms.” – Kevin Arrix, Senior Vice President of Dish Media

DIRECTV and Dish Media intend to make addressable linear television more accessible and simplify the process for programmers to advertise across a variety of different distributors. With new technical standards, integration methods, and even self-service options, this is sure to usher in a new “era of addressable advertising”.

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