Hulu has announced that for the first time it will move into programmatic buying, making some of its premium digital video inventory available. The company said in a blog post on Wednesday that it would begin offering “branded content and services” to advertisers this year. However, Hulu are still retaining a certain level of control; Hulu will still have final say over which advertisers buy its ads and for how much.
Hulu has announced that for the first time it will move into programmatic buying, making some of its premium digital video inventory available. To support this move into programmatic, Hulu has teamed up with Oracle's data management platform (DMP) and Facebook's LiveRail. However, Hulu are still retaining a certain level of control; Hulu will still have final say over which advertisers buy its ads and for how much.