Trade Programmatically – What does it mean?

Staff Writer

SCA have just secured a new digital partnership with Rubicon Project and TVN. Which will allow advertisers to trade programmatically.

And you’re possibly asking “What” does that mean?

SCA Digital, while not technically a “Business” in its own right like their radio stations, has been making strong inroads. As we covered yesterday, SCA have increased their daily online traffic and are currently Australia’s 14th largest tagged publisher across all devices and the 7th largest publisher on mobile.

So what is “Trade programmatically”?

First up, this side of the business doesn’t refer to their on-air product, it relates to all SCA’s display advertising online and the way it is sold.

And it’s pretty smart stuff, so we reached out to Clive Dickens, Director of Digital & Innovation;  for a wrap on what it means in more simple terms and how SCA are leveraging their digital assets.

“Trade programmatically is the new global standard for major media companies”

“Any content we have – audio pre-roll, desktop displays or video content – we aggregate all our content from the network and then that content is served to the market”.

“It’s a premium relationship. Say  (web) visitors from Sydney are looking at content (on an SCA website), we will in milliseconds indicate demand,  impressions and negotiate with advertisers – it’s a real time transaction”, said Clive.

For the new world of Agencies, it allows online advertising demand to not only be met and served, but targeted to the end user.

The partnership with Rubicon Project and TVN  will have access to SCA’s premium national, local and metropolitan audiences across their desktop and mobile network of 100+ sports, entertainment and music-based digital properties. 

“We set a price… we may have a certain campaign on the supply side…. We define what we will accept and what we won’t” ….“You are assured the most relevant and target advertising.”, said Clive.

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