What: With LiveRail and the Oracle Data Management Platform help, Hulu will start selling ads programmatically across its platforms on desktop, mobile and connected TVs.
Why it matters: Streaming video platform’s LiveRail-powered private ad exchange will let brands target audiences with the Oracle DMP.
From this fall onwards, Hulu will start selling ads programmatically across its platforms on desktop, mobile and connected TVs with Facebook’s video advertising platform, LiveRail, and the Oracle Data Management Platform (DMP) help.
Owned by Fox, NBCUniversal and Disney,the service will add programmatic ad tech in its sales processes. Advertisers will be able to combine their first-party data with third-party data for ad targeting to offer granular personalization coupled with reach and scale.
LiveRail will power the private ad marketplace in which Hulu sales teams will be able to transact direct premium video deals programmatically with real-time optimizations.
“The marketplace has shown that data is overwhelmingly the new currency,” said Peter Naylor, SVP of Advertising at Hulu, in a statement. “With this new offering, Hulu is at the forefront of defining ‘programmatic’ for the digital video ecosystem and will increase efficiency and ROI for marketers.”