Publica and Atresmedia sign an agreement to improve programming operations and enhance broadcast viewing, both in terms of fluidity and naturalness.
The objective of this agreement is that Atresmedia will provide a top-quality programmatic buying system to advertisers. This allows for sector segmentation, frequency controls or selection of advertising position in the block. In Spain, according to IAB, advertising investment in CTV grew by 55% in 2021 compared to the previous year.
This technological integration enables unified programmatic purchases and iran number data will be available for both AVOD and CTV video through multiple SSPs and Ad Exchanges. It also enables the Spanish media group to manage controlled and coordinated operations across all demand sources. Thanks to this feature, it can maximize its advertising profitability and offer a specific position in the block.
As explained by Rocío Robles, Director of Operations at Atresmedia Publicidad , this agreement provides a layer of automation that maximises our inventory, whilst maintaining the highest quality standards of a Broadcaster operator. “Our goal is to make new programmatic opportunities available to clients without harming the user experience, which is key in our case,” she adds.
Ben Antier , co-founder and CEO of Publica, said: “We are delighted to collaborate with Atresmedia and help them maximise their CTV advertising revenue. With Publica’s unified bidding in CTV, Atresmedia can increase demand, offer programmatic buying advertisers better ad interruption controls and ensure a premium viewing experience for their streaming