ABC and Magna Global Test Programmatic Digital Video Buying
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Magna Global has agreed to buy some digital video ad inventory from ABC this summer using a new level of data-driven targeting and automated purchasing, a test that marks ABC’s first programmatic sales of digital video.
The eight-week trial, which will run from about mid-July through early September, is designed to assess the technology and efficiency of the system, said Todd Gordon, exec VP-head of U.S. investment at Magna Global, a media agency and forecaster that belongs to IPG Mediabrands.
It will involve inventory in streaming versions of top TV programming. But it won’t include certain elements that are often found in programmatic ad buying, such as real-time bidding. Magna Global and ABC, for example, negotiated a price ahead of time. The companies declined to provide financial terms of the deal.
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