Dish’s agreement with BidSwitch
In early June 2016, Dish Network (DISH) announced an agreement with BidSwitch. Under the terms of this agreement, Dish Network’s ONPOINT Programmatic television platform will be integrated into “BidSwitch’s real-time partner ecosystem.”
As a result of this agreement, advertisers will be able to target Dish Network’s pay-TV subscribers and purchase ad inventory using BidSwitch’s 150 “connected demand platforms.”
Dish stated during its fiscal 1Q16 earnings call that when it comes to advertising, the company had “lots more data that can be used for that targeting, and therefore, there’s more value, both for our programming partners and for us in the advertising model.”
Other media companies focusing on advertising technology
Viacom (VIAB) is another company that is focusing more frequently on advertising analytics products such as Viacom Vantage. The company stated during its fiscal 2Q16 earnings call that it expects the number of Viacom Vantage clients to triple.
Viacom believes it has “significant opportunities for overall growth” after its recent launch of Viacom Vantage Studio Edition, a data analytics advertising product specifically made for the studio category.
Viacom Velocity and Viacom Vantage are two key products in the company’s ad portfolio. Many companies are acquiring ad technology companies. For example, 21st Century Fox (FOXA) has acquired TrueX.