GroupM’s Finecast will use header bidding to improve CTV campaign buying in conjunction with SBS and Xandr


Finecast – a division of GroupM focused on addressable TV – has partnered with SBS and Xandr to provide header bidding technology on connected TV campaigns, to help advertisers “reach an audience wider”.

Finecast said this represents a “positive change” for addressable TV access, while retaining the “benefits of greater purchasing flexibility”. Using header bidding technology, rather than a waterfall model, will allow advertisers to access more BVOD inventory and can “invest larger budgets in CTV campaigns to achieve a wider audience”.

John Miskelly, Chief Investment Officer of GroupM APAC, said:It’s an exciting development in the Connected TV/OTT video space where we can harness the agility and addressability of programmatic and have access to the best inventory. Broadcasters are doing a great job as television transforms, and SBS and Finecast are demonstrating true best practices for access and innovation in the CTV ecosystem.

Lee Callagher, National Director of Digital Operations and Technology at SBS, said, “Being able to prioritize direct and programmatic demand while maintaining our premium ad experience is important to SBS’ future business strategy. Working with Finecast to successfully bring header bidding to connected TV enables greater scale and reach for BVOD advertisers. »

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GroupM was asked if there are plans to extend the technology to the other free networks, Nine, Seven and Ten, but did not have an answer at the time of publication.

Finecast said the trials helped advertisers increase SBS audience reach by 33% and increase bidding rate for available impressions by 30%, “by comparing header bids with tag-based campaigns”.

He also added that header bidding has long been a part of the digital ecosystem, providing increased access to inventory for buyers, as well as greater transparency and visibility of available inventory for marketers.

“By allowing early bidding on inventory from multiple ad exchanges simultaneously, header bidding reduces the inefficiencies of a sequential, cascading approach.”

The CTV space has been in focus for the past several months. Last month, Magnite partnered with Samsung to allow marketers to add Samsung CTV inventory to their programmatic media buy, which includes Samsung’s free ad-supported streaming service, Samsung TV Plus.

In May, Integral Ad Science (IAS) has published new research on Connected TV (CTV) trends in Australia with one of the results shows that 94% of Australian users believe that certain characteristics of the CTV ad experience make it better than linear TV.

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