AMC Networks and MASS Exchange Partner for Efficiency in Programmatic Buying

The AMCNMASS Exchange partnership began nearly a year ago according toamp160 Adam Gaynor Vice President of AMCN Agilityamp160amp160quotThere was a need to bring tools on board that allowed us to move into the futurequotamp160 he recently told MediaVillageamp160 quotThat39s also what spurred the development and launch of AMCN Agilityquotamp160 Created in March 2018 AMCN Agility is the datadriven arm of the AMC Networks Ad Sales team and data and programmatic go together like peanut butter and chocolatequot39Programmatic39 can be such a dirty word because people have different uses and definitionsquot Gaynor saidamp160 quotA lot of the pain points around it have been that it39s actually been more like programmanualquotFor Habib Khoury Chief Executive Officer of MASS Exchange the partnership is an opportunity to claw back some of the antipathy the industry seems to have towards automated TV buyingamp160 As heamp160pointsamp160out the entire 70 billion TV ad marketplace was completely manual and old habits die hardamp160 But die they do particularly when the business goes from three networks to literally hundreds and 25 spots become 25000The result of this partnership gives both AMCN and buyers a truly automated system from start to finishamp160The MASS Exchange platform will plug into the platforms of various holding companies agencies and DSPs giving the demand side of this economic equation the ability to see exactly what inventory is available and what it costs across all of AMCN39s propertiesamp160 If a clientamp160decidesamp160on a Monday that they would like a spot in Wednesday39s Brockmire on IFC this platform will not only show them what39s available but also execute the salequotMy vision is that our platform gives you the ability to package and price what you have to sell in ways that were difficult for you to sell beforequot Khoury saidIn practice that means if an advertiser that buys a spot inamp160The Walking Dead and later decidesamp160to narrow the constraints in their buy AMC can make that happen much more easily now since the platform will be able to adjust pricing for just that sort of demandamp160 It39s a more efficient agile system Khoury notedFor Gaynor the MASS Exchange partnership isn39t just about finding a better way to sell inventory to current clientsamp160 quotThink about all these directtoconsumer brands that are born in digital and move to TVquot he saidamp160 quotHere39s an opportunity to earn their business in the way they want to transactquotamp160 When that garage startup that grew itself on the internet finally has enough money for a TV spot allowing them to buy that spot by using a process similar to what they39re already used to is good for everyoneDon39t worry too much about the robots taking over at least not yetamp160 Yes the AMCNMASS Exchange product is automatedamp160 But Khoury and Gaynor said that this tool doesn39t work without the preexisting relationships between buyer and selleramp160 quotIt39s just a new way of capturing demandquot Gaynor saidquotClients have been asking for thisquot Khoury explainedamp160 quot39We want to access your supply this way39amp160 It39s not a mysteryquotThe companies are finishing up the quotpipelayingquot phase making sure they have created programs that can hook up AMCN39s inventory catalogue to all of the major holding companies and agencies on the buy sideamp160 Sometime in the next couple months those pipes will light up and handle trickles of transactionsamp160 With the new year will come the scalequotThis is our first stepquot Gaynor saidPhoto creditamp160 RawpixelUnsplashClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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AMC Networks and MASS Exchange Partner for Efficiency in Programmatic Buying

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Oriana Schwindt

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AMC Networks and MASS Exchange Partner for Efficiency in Programmatic Buying

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