Oracle Advertising said it is collaborating with Dish Media to target addressable advertising campaigns reaching Dish TV and Sling TV subscribers.

Oracle also said it has created 110 new connected TV-specific audience segments to help marketers reach consumers based on over-the-top streaming viewership and CTV device ownership.

The new CTV segments, targeting views based on online behavior, demographics and other criteria, are available via demand-side platforms, Oracle Advertising said.

Oracle said its work with Dish Media enables marketers to send different ads to specific households. An automaker could advertise a minivan to a household with young children and a couple to a household with a single adult.

Also Read: Cable Giants Enlist Dish, Vizio To Fix Addressable Logjam

Oracle said its Orcle ID Graph can do this while protecting a brand’s first-party data as well as consumer privacy.

“Oracle Audiences, part of Oracle Advertising and Customer Experience, enables marketers to reach relevant audiences, maximize ad spend, and deliver more effective campaigns,” said Marc Grabowski, group VP, Oracle Advertising in a blog post. “With more than 50,000 audience segments, Oracle’s curated data assets span all verticals and data types, including purchase-based, online behavioral, demographic, and more. Marketers are then able to reach anonymized audiences most relevant to their business, wherever they’re engaged.”

Dish’s work with Oracle comes on top of its addressable advertising campaigns with other networks and data providers.

"Dish Media’s collaboration with Oracle Advertising allows marketers to buy from hundreds of audience segments available, with the flexibility to incorporate their own data set for precise activation on Dish TV and Sling TV,” said Kemal Bokhari, general manager, data and analytics at Dish Media. “Dish Media has strong match rates with the industry leading Oracle ID Graph and we are pleased to offer expanded targeting solutions for our clients.”

Comscore said it reached an expanded agreement with Dish Media that expands the data it received from Dish to include its Sling TV virtual multichannel video programming distributor.

Comscore said the agreement increases its ability to measure across platforms and provide independent measurement of addressable advertising across the Dish and Sling TV footprints.

“Comscore’s new partnership with Dish Media continues our company’s significant steps in our transformation of television and cross-platform measurement of linear and OTT, as we have built the largest viewing dataset of second-by-second viewership data that is aggregated across all premium video providers from the device, to the household, to zip code, to the market and to the nation,” said Comscore CEO Bill Livek.

Comscore has been measuring Dish Media’s addressable advertising since it launched in 2012. Since January 2018, Comscore has measured cross-platform addressable impressions across OTT, mobile, desktop, and traditional TV for both Dish and Sling TV.

“A recent study from Forrester Consulting told us the lack of measurement frameworks for addressable is a major challenge for media buyers, and our continued partnership with Comscore will help break down those barriers,” said Kevin Arrix, senior VP at Dish Media. “With the addition of live OTT viewership data from Sling TV and the other new capabilities, we are enhancing measurement and setting up addressable, whether transacted with Dish or programmers, for long-term success in the marketplace, all while safeguarding consumer privacy.”

Magnite and Dish Media said that Sling TV generated an increase in programmatic spending via the Magnite platform in 2020.

Magnite said marketers used more addressable campaigns and took advantage of live viewership on over-the-top and connected TV platforms.

“In what has been a challenging year for most, we’re fortunate to have been able to identify opportunities in the market and deliver results for one of our most valuable partners," commented Chris Signore, VP of publisher partnerships at Magnite. "With Magnite’s built-for-video tech stack, which is capable of supporting addressable and live CTV, we were able to help Sling TV earn the full value of their premium inventory and audience data.” 

Magnite and Dish Media have worked together for five years to make buying live TV inventory via programmatic technology simpler and more accessible.

“Magnite has made significant strides to streamline the programmatic buying experience for CTV platforms like Sling TV, unlocking new opportunities for both publishers and buyers,” said Dave Antonelli, director of Sling TV sales at Dish Media. “We look forward to continuing to innovate with Magnite to make a meaningful impact on the growing CTV marketplace.”

ViacomCBS and Dish Media said they began delivering addressable advertising impressions during live national broadcast network inventory using technology developed with Adcuratio Media.

A number of campaigns have run across Dish’s footprint in certain markets where CBS owns TV stations. The campaign’s target viewers at the household level via Dish set top boxes.

Also Read:Top Media Companies Aim to Set Addressable Standard

Most addressable advertising in national programming has appeared in the local commercial breaks. Being able to make commercials in network breaks on CBS addressable increases the inventory available to marketers looking to do one-to-one advertising.

Also Read: Networks Join as Nielsen Launches Addressable Test

“This breakthrough allows ViacomCBS to deliver the most powerful solution for our advertisers by combining the reach of national broadcast with the targeted relevance of household addressable,” said Mike Dean, senior VP of advanced advertising at ViacomCBS. “While cable networks have been addressable for years, addressable national broadcast has remained technically unreachable until now, making this a tremendous milestone for the industry and the future of television.”

“Implementing national broadcast enablement is a first for the industry, and a critical achievement in continuing to drive scale for addressable TV advertising,” said Tim Myers, Dish Media GM of strategy and products. “As innovators in the premium video ad space, Dish Media identified the need for this inventory to attract larger, national budgets, so we’re thrilled to partner with ViacomCBS, Adcuratio and Invidi to make this a reality for advertisers.”

Adcuratio’s signaling solution made, developed with ViacomCBS and Dish, make delivering the addressable campaigns possible.

“Adcuratio is excited to be leading the enablement of national addressable advertising on both broadcast and cable inventory and across multiple MVPDs,” said Harish Narasimhan, founder and CEO, Adcuratio Media. “Our platform and signaling solutions allow broader and faster ecosystem interconnectivity.”

Also Read: DirecTV Joins Adcuratio Addressable Ad Platform

Adcuratio’s enablement software provides each MVPD and each network at no-capex with the necessary tech innovation customized to their infrastructure and processes to enable national addressability without forcing an expensive conversion to a single technology standard.

Ad tech companies Adcuratio Media and Invidi Technologies said that AT&T-owned DirecTV has joined their addressable advertising platform.

DirecTV joins Dish Media, which had already signed up for the platform, along with programmers A+E Networks, Fox Corp. and ViacomCBS.

Adcuratio aims to make more of the programmers’ ad inventory available for addressable advertising across the distribution footprints of both large satellite operators using Invidi’s linear addressable technology platform.

“Our plan has always been to scale the local-break addressable business via our national sales force to a sufficient level of maturity, which we have done, and now are more than ready to enable the programmers’ national minutes,” said Jason Brown, head of sales for AT&T’s Xandr Media unit, who leads national sales efforts for DirecTV’s addressable TV business. “Programmers’ advertising teams no longer have to be selling a single spot with the same creative to all households.”

Adcuratio provides end-to-end tech and workflows to the value chain across advertisers, agencies, networks and MVPDs. 

“By bringing the precision of household addressability to national commercial inventory, our platform delivers significantly increased value to an advertiser’s TV investments. The addition of DirecTV to this alliance takes it to the next level,” said Chris Geraci, CCO, Adcuratio Media and former head of broadcast at media buyer OMD.

Invidi has been in the addressable business since 2003. In 2017 it was acquired by a venture among AT&T, Dish and WPP, with AT&T holding a controlling interest in the venture. Michael Kubin, executive VP of media at Invidi said national programmer ad minutes have always been on the company’s roadmap. “We’re excited to participate in this kickoff with DirecTV and Adcuratio. We’ve been working with Dish Media, Adcuratio and A+E in launching national addressable minutes; now marketers can benefit from the greatly extended reach to send the right spot for their goods and services to the right audience. Addressable television has worked exceptionally well at the local level, now that success will extend to national programmer availabilities as well.”

Dish Media Sales said Volvo Cars was the first partner to deliver a campaign via a new addressable, cross-platform system that enables advertisers to buy on Dish and Sling TV with a single buy.

Dish Media Sales said the campaign, executed through global media agency Mindshare NA (GroupM is its parent company) and the use of anonymized data, enabled Volvo to reach four segments of luxury car enthusiasts across both Dish’s satellite TV platform and Sling TV’s OTT-delivered service.

The nine-week campaign used four ad creatives that aimed to capture share in the luxury car category while also influencing consumers who were looking to upgrade to a fancier ride.

“As the definition of TV changes, we’re focused on smarter targeting that drives Volvo Cars’ message directly to our audience anywhere on any device,” Kevin Corcoran, marketing communications manager for Volvo Cars, said in a statement. “Uniting Dish and Sling TV’s unique audiences allows us to zero in on our 'in-market' customer regardless of network, device and even platform.”

Added Brian Norris, vice president of Dish Media Sales: "We’ve joined two distinct TV footprints and consolidated the buying, targeting and measurement process for advertisers looking to capture that premium TV viewer anytime, anywhere. Today, consumers watch live TV wherever they are, whether it’s from their living room couch or their morning commute.”