Personalised music channel provider Xite has tapped dvertising technology provider SpotX to offer programmatic advertising to media buyers.
Xite users can search for videos, create their own music video channel, watch curated channels, and like or skip videos, delivering data about viewers’ preferences via Dutch cable operator Ziggo’s interactive set-top boxes.
The resulting algorithms are then used by SpotX to build audience segments for targeted, personalised adverts, measurement of audience engagement, and audience-based buying on linear TV. In the Netherlands this is mainly possible because the interactive product is available through the linear channel on the Ziggo set-top box.
“Advertisers want to reach more specific audiences across all screens and we want to deliver on those targets. What started as a modest step, now seems to be a revolutionary way of purchasing advertising for multiple screens. We’re excited to collaborate with SpotX on empowering media buyers to leverage ads to target viewers based on content consumption , all the while improving the user experience. This step is a true evolution from audience-based planning to audience-based buying across the television ecosystem. I’m proud that together with SpotX we have developed an integrated approach from an audience-first perspective that ensures effective and efficient advertising campaigns,” said Xite founder and CEO Derk Nijssen.
“Like Xite, we aim for a personalised future that revolves around the viewer. The fact that we have managed to expand the targeting possibilities in just a relatively short period of six months from just the various music channels and specific time periods according to gender, age and music preferences, shows that programmatic advertising can and will be the future for TV – a future in which the consumers’ personal preferences come first,” said Elwin Gastelaars, managing director at SpotX Benelux.
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