What:AT&T is about to enter the world of programmatic TV with the launch of automated, self-service private marketplace Video Inventory Platform (VIP), a data-optimized TV and video planning tool.
Why it matters: VIP is one of the first major ad products AT&T has released since its US$49 billion merger last year with DirecTV.
What we’ve heard in the marketplace is that you don’t know where your ads are going to run and there is limited access to quality ad inventory. This solves for both of these things.
The service was built in partnership with video advertising/technology platform company Videology to allow advertisers programmatically purchase linear inventory from AT&T U-verse and DirecTV.
VIP will work off a web-based interface that aims to simplify targeting and planning for TV advertisers and ad agencies. It “provides advertisers with an automated way to target and plan campaigns using AT&T AdWorks data-informed national TV ad inventory on every cable network/daypart and across 26 million households in all 210 DMAs,” according to AT&T. Targeting is determined using proprietary aggregated and anonymized data and third-party sources, the company adds.