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The product will first be launched in the Spanish market with ‘four of Spain’s largest commercial broadcasters’, although Videoplaza say they won’t be able to disclose the names of the broadcasters and agency/DSP partners until the official launch.
Speaking to VAN, Maria Flores, VP of New Business, said,
“Publishers in Spain are understanding the opportunities and efficiencies that programmatic advertising is bringing to the table, so they want to tap into programmatic budgets. We think a club model works so that broadcasters can protect the value of their inventory and maintain CPMs. Joining forces will make broadcasters stronger as they can offer unrivalled scale and quality, and their advertisers will no longer have to dilute the quality of their buys with long tail inventory.
”When asked why Spanish broadcasters are taking a lead in this area, Flores said that the state of the Spanish economy has been a contributing factor. “While video in Spain has been rapidly growing, the economic situation resulted in a deceleration of the market, so everyone has had to be a bit more creative,” she added.
On the technology side, Videoplaza are using an undisclosed third party provider for the RTB component of the exchange while Videoplaza’s technology will be used for ad serving, although a source at Videoplaza confirmed they haven’t ruled out building their own technology in the future.
The initial two broadcasters, which comprise 4 channels, have each committed to provide 40 million monthly video impressions to create sufficient scale in Aunia from the start. Other broadcasters are anticipated to join shortly. Sorosh said Aunia won't have a sales team per se, but rather a team of evangelists who work with the buy side to explain Aunia's benefits and who work with the broadcasters to ensure proper integrations.