Programmatic has been a key theme, if not a meme, for 2014 and ramping it up, Cox Media and MAGNA GLOBAL have announced plans to establish what they claim will be the industry’s first private programmatic TV marketplace.The partners say that their solution has been developed in response to growing demand for programmatic solutions to execute the entire media plan and will be presented as a showcase for other inventory partners to embark on programmatic TV private marketplaces.Expected to debut in early 2015, the so-called first-of-its-kind marketplace would in practice, see the advertising division of Cox Communications and the media investment unit of IPG Mediabrands take advantage of the AudienceXpress TV buying platform. This they say would allow MAGNA GLOBAL advertisers to execute television advertising through a single, easy to manage interface, targeting their optimal audiences across the full scope of Cox Media inventory in more than 20 DMAs across the US.
