• by Karlene Lukovitz  @KLmarketdaily, October 27, 2023

AMC Networks has enabled advertisers to buy live linear inventory programmatically on three of its networks — an industry first, according to the media company.

Starting this month, programmatic buying is fully operational on AMC, WE TV and BBC America.

The company worked with FreeWheel, The Trade Desk and Canoe Ventures to implement the technology.  

L’Oréal, working with its agency, Omnicom Group, was the first national advertiser to purchase ads programmatically as part of a pilot that ran in September and included other national brands.

The Trade Desk and AMC Networks also ran promo campaigns during September to further test the new capability.

“Programmatic buying offers enhanced targeting, greater efficiency and has been the preferred way to transact on digital platforms for years, but until now has never been possible for national linear television commercials,” Evan Adlman, executive vice president of commercial sales and revenue operations for AMC Networks, said in announcing the news. “During this pilot, we were able to deliver seven distinct creative executions to viewers simultaneously as part of the same national linear commercial slot, through a real-time biddable process. This is a huge advance for us and for the industry and, like our pioneering efforts in addressable advertising, makes our inventory even more valuable.”

"This important advancement in how TV advertising is purchased aligns well with our interest in automation and efficiency and being able to buy all forms of inventory together as part of the same process,” added Shenan Reed, senior vice president and head of media at L’Oréal USA.

AMC Networks began offering addressable advertising spots using audience data instead of just basic age and gender demographics, on AMC, WE tv and BBC America two years ago.