DirecTV Advertising has announced programmatic access to its linear satellite advertising inventory. This allows for real-time bidding and automated campaign execution across its traditional TV platform. The expansion is powered by the company’s DirecTV Axis ad technology and initially launches with partners Publicis Media Exchange, Magnite, and Basis Technologies. Wider availability is expected in the first quarter of 2025.
“In today’s rapidly evolving media landscape, buyers require a new level of flexibility,” said Amy Leifer, chief advertising sales officer at DirecTV Advertising. “By enabling satellite households to be accessed programmatically, we’re creating flexible, seamless solutions for marketers to reach premium TV inventory.”
Comscore data indicates that traditional linear TV generates nearly six times more ad impressions than streaming platforms. DirecTV’s initiative aims to leverage this advantage by bringing digital buying capabilities to satellite households.
“DirecTV Advertising is meeting the moment by enabling more signals within their content,” said Sean Buckley, president of revenue at Magnite. “These advancements have generated new opportunities, such as in live sports, where clients can leverage rich contextual signals to get closer to the content and enhance transparency.”
The system utilizes universal IDs and content metadata to improve targeting and brand safety. Buyers can access the inventory through their preferred demand-side and supply-side platforms. This development follows DirecTV’s launch of MyFree DirecTV, a free streaming service that doubled the company’s streaming reach.