Disney+ Hotstar ties up with MediaMath for programmatic advertising

Partnership to help advertisers measure reach and frequency

Dec 04, 2020 06:09:00 AM | Article | Campaign India Team Share - Share to Facebook

Disney+ Hotstar has collaborated with MediaMath, a Demand-Side Platform (DSP) with advertising technology for brands to buy addressable media. This association enables advertisers and agencies to measure reach and frequency on Disney+ Hotstar’s programmatic inventory.
 
With this offering, brands can purchase inventory on Disney+ Hotstar through Programmatic Guaranteed (PG) and Private Marketplace (PMP) deals. Brands can leverage the platform’s reach and targeting options to reach the right audience on live sports or entertainment. Additionally, buyers can also access features such as viewability measurement, frequency-capping, and real-time analytics.
 
Nitin Bawankule, president, ad sales, Star and Disney India, said, “We are committed to enabling marketers and agency partners to reach new and existing audiences at scale and build incremental reach. By activating audience-based buying in a private programmatic environment, brands can target precise, highly engaged audience cohorts, exercise more control with transparency, and attain higher visibility of their campaigns. MediaMath offers a cutting-edge technology platform and this association will help us offer efficient programmatic advertising solutions to clients.”
 
“OTT is a critical and fast-growing channel for driving addressability, and our association with Disney+ Hotstar helps us offer a forward-looking, sophisticated programmatic setup,“ said Pranjal Desai, country manager India, MediaMath. “Disney+ Hotstar has already established itself as the largest [AR4] player in the OTT space, and this collaboration has been the natural next step in making media buying on OTT a more streamlined, efficient and accountable process.”

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