Hulu is launching a new private marketplace (PMP) from 1 January that lets advertisers and agencies programmatically buy video advertisements running throughout its on-demand and live television catalogue. The PMP will allow marketers to target ads based on the viewing habits of their customers in order to reach them with relevant messages at specific times during the day. Unlike Hulu’s previous PMP in 2015, the latest version will allow advertisers to set bids at prices they regard suitable for the intended audience.
Hulu is launching a new private marketplace (PMP) from 1 January that lets advertisers and agencies programmatically buy video advertisements running throughout its on-demand and live television catalogue. Rather than work with the streaming company’s direct sales team, advertisers will be able to bid on its inventory via their agency trading desks or demand-side platforms and still benefit from the same features such as proprietary audience segments and viewability measurement. Unlike Hulu’s previous PMP in 2015, the latest version will allow advertisers to set bids at prices they regard suitable for the intended audience.