NEW YORK — MASS Exchange, a leading programmatic management platform and marketplace for TV, announces a partnership with AMC Networks (NASDAQ: AMCX), 4C Insights and VideoAmp to deliver a programmatic solution for linear TV advertising. With AMC Networks’ inventory active and available, MASS Exchange has launched national linear TV’s first live, end-to-end programmatic path.
“This represents a major step forward in helping advertisers evolve their approach to television campaigns by leveraging data and technology to reach the most valuable audiences.”
AMC Networks has chosen MASS Exchange (“MX”) to fill a large gap in the programmatic TV ecosystem. MX equips AMC Networks and other leading media companies with the tools and platform to execute pricing, inventory management, and sales strategies aimed at maximizing the capture of programmatic demand.
“MASS Exchange equips AMC Networks to offer an end-to-end programmatic solution for TV”, says Adam Gaynor, VP AMCN Agility. “Leveraging their dynamic inventory and pricing management tools to expose more inventory to advertisers, we’re able to offer our partners a new standard of accessibility that improves their ability to execute targeted media plans.”
MX provides AMC Networks a curated catalog of their entire inventory, updated alongside traffic and booked deals. By coupling avails with rule-driven, dynamic pricing, MX enables AMC Networks to offer specific spot-level inventory, accessible via the buyer’s planning tools or directly through MX’s buyer interface. MX automates deal execution and gives AMC Networks the tools to manage programmatic TV’s inherent complexities, such as accurate spot-level inventory availability and pricing tailored to proprietary business rules.
MX delivers comprehensive automation, converting traffic logs into an inventory catalog which is algorithmically priced and packaged according to the seller’s rules. Sellers then offer their chosen inventory units to buyers in open or private markets or both. When a buy offer meets the seller’s asking price, MX matches it to appropriate avails and pushes the order into traffic.
Benefits for Buyers
Buying platforms such as 4C Insights and VideoAmp have recognized the value MX adds in procuring national TV inventory more efficiently and at the level of specificity required to meet client objectives. For direct buyers, the MX platform offers searchable avails, programmatically matched supply, and an opportunity for simplified price negotiation.
Because inventory is updated concurrently with network traffic, MX empowers planners to optimize using up-to-date avails at a known, current price set. Matching buy and sell offers in real-time means a response in seconds instead of days. Once accepted and confirmed, the spot is placed, and buyers get visibility to scheduled airtimes directly through MX.
MX Bridges Gap in Evolving TV Ecosystem
“The TV industry is going through significant transformation at the intersection of audience targeting, attribution and technology”, said Habib Khoury, CEO of MX. “We are very excited to be playing such an important role in helping to reduce friction for content providers and deliver an efficient, automated market that allows smart brands to improve the return on their advertising dollars.” Khoury continues, “With AMC Networks, 4C Insights and VideoAmp, we’re working with established industry leaders to move meaningfully closer to realizing the promise of addressable TV.”
“4C is thrilled to make AMC Networks linear inventory available to our clients through this partnership with MASS Exchange,” said Lance Neuhauser, CEO, 4C. “This represents a major step forward in helping advertisers evolve their approach to television campaigns by leveraging data and technology to reach the most valuable audiences.”
“Through our partnership with MASS Exchange, VideoAmp clients will have access to AMC Networks’ inventory in a truly end-to-end programmatic TV ecosystem” said Jay Prasad, Chief Strategy Officer at VideoAmp, “as an extension of our core strategy, we are very excited to participate in helping the data-driven linear TV ad-buying process become fully automated”.
About AMC Networks
AMC is home to some of the most popular and acclaimed programs on television. AMC was the first basic cable network to ever win the Emmy® Award for Outstanding Drama Series with “Mad Men” in 2008, which then went on to win the coveted award four years in a row, before “Breaking Bad” won it in 2013 and 2014. The network’s series “The Walking Dead” is the highest-rated series in cable history and the number one show on television among adults 18-49 for the last five years. AMC’s other current original drama series include “Better Call Saul,” “Fear the Walking Dead,” “Dietland,” “The Terror,” “Into the Badlands,” “Humans,” “Preacher,” “The Son,” “McMafia” and the forthcoming “Lodge 49” and “The Little Drummer Girl.” AMC also explores authentic worlds and discussion with original shows like “Talking Dead,” “Talking with Chris Hardwick,” “AMC Visionaries” and “Ride with Norman Reedus.” AMC is owned and operated by AMC Networks Inc. and its sister networks include IFC, SundanceTV, BBC America and WE tv. AMC is available across all platforms, including on-air, online, on demand and mobile. For more information, visit AMC’s press website http://press.amctv.com.
About 4C Insights
4C is global marketing technology company that delivers a unified platform for audience discovery, media execution, and performance analysis. Leading brands, global agencies, and media owners trust the Scope by 4C™ platform to identify their most valuable audiences and reach them across channels and devices. With nearly $2 billion in annualized advertising spend running through Scope, 4C enables self-service activation on Apple News, Facebook, Instagram, LinkedIn, NBCUniversal, Pinterest, Snapchat, and Twitter as well as TV synced ads via display, search, social, and video. The company also provides paid, earned, and owned media analytics leveraging its Teletrax™ television monitoring network which detects over 400 million TV asset airings on an annual basis. Founded in 2011 and based in Chicago, 4C has staff in 16 worldwide locations across the United States, United Kingdom, the Netherlands, France, Hong Kong, India, Singapore, and the Philippines. For more information, visit www.4Cinsights.com.
VideoAmp is the software and data solutions company powering the convergence of linear TV and digital advertising. Our software solutions enable marketers and content owners to holistically plan, transact, and measure de-duplicated audiences across digital video, OTT, connected and linear TV advertising. Our data solutions connect linear TV viewership with addressable data assets to benefit the media, marketing and technology industries. VideoAmp is backed by Mediaocean, RTL Group and six other top venture capital firms. For more information, visit www.videoamp.com or follow us on Twitter, Facebook, and LinkedIn.
About MASS Exchange
MASS Exchange is a leading software company that provides best-in-class product management solutions for media content owners and a futures marketplace for buyers and sellers of converged TV advertising. Our platform automates the creation and curation of our clients’ inventory catalogs and the application of their custom pricing rules. As a result, content owners can manage an increasingly complex array of linear and audience avails and provide buyers programmatic access to pre-emptible or guaranteed inventory, down to the spot-level, via private or open marketplaces hosted on our platform. With its “Bid & Ask” format, MASS Exchange’s future marketplace is purpose built for trading converged TV advertising media. Because our marketplaces operate with complete neutrality and transparency, buyers and sellers can rely on transaction executions that are not tilted to either side. For more information, visit www.massexchange.com.