Scottish broadcaster STV has extended its programmatic infrastructure with a video monetisation option for its online video player.
Advertisers can now target specific Scotland-based viewers of programmes such as The Loch, X Factor, The Voice Kids and live events.
The broadcaster was the first in the UK to introduce dynamic ad insertion (DAI), with SpotX partner Yospace. Since then, it has allowed inventory to be monetised programmatically.
“The move reflects STV’s agile and innovative approach. This inventory will now be available programmatically on the SpotX platform.” said Leon Siotis, SpotX managing director, UK and Southern Europe.
Paul Gidley, London business director, STV commercial, added: “This decision to appoint SpotX reflects our investment in premium programming and news for Scotland. SpotX offers a leading technology platform enabling control, insight and transparency to help us manage our inventory holistically and benefit from increased demand for quality advertising inventory.
“We are looking forward to working with SpotX’s demand facilitation team in approaching pan-EMEA advertising agencies and participating in local marketing in order to grow the market together.”