DirecTV Advertising has made its satellite TV ads available for programmatic buying. That is advertisers now bid for ad spots in real-time and run campaigns automatically on traditional TV, using DirecTV’s technology called DirecTV Axis. They are working with partners like Publicis Media Exchange (PMX), Magnite, and Basis Technologies. More companies will get access to this feature by early 2025.
Amy Leifer, Chief Advertising Sales Officer at DirecTV Advertising, said, “In today’s rapidly evolving media landscape, buyers require a new level of flexibility. By enabling satellite households to be accessed programmatically, we’re creating flexible, seamless solutions for marketers to reach premium TV inventory.”
Research from Comscore shows that traditional TV still delivers six times more ad views than streaming platforms. DirecTV’s new programmatic ads aim to close the gap between TV and digital advertising methods. The system also uses tools like universal IDs and metadata to improve how ads are targeted and to ensure brand safety. Advertisers can easily use their existing software platforms (DSPs and SSPs) to access DirecTV’s inventory.
Sean Buckley, President of Revenue at Magnite said, “DirecTV Advertising is meeting the moment by enabling more signals within their content,” adding, “These advancements have generated new opportunities, such as in live sports, where clients can leverage rich contextual signals to get closer to the content and enhance transparency.”
Additionally, the programmatic system allows advertisers to use flexible methods like private marketplaces (PMPs) and private guarantees (PGs) to buy ad space. This makes it easier to access high-quality, safe ad spots. In November 2024, DirecTV launched MyFree DirecTV, a free TV service that doubled its streaming audience. By combining its satellite and streaming platforms, DirecTV offers advertisers more reach and scale than ever before.