MCN relaunches its programmatic TV advertising service

Foxtel’s Multi Channel Network has launched Smarthub, a new proprietary platform for trading, tracking and reporting automated bookings for broadcast linear TV.

The platform, which replaces the current AOL platform launched in 2015, will allow bookings across MCN’s linear subscription and free to air television channels, along with digital video platforms.

MCN’s Mark Frain said Smarthub is the next step in the company’s programmatic offerings

Established in 1997, MCN is responsible for the advertising interests of Ten’s 15 capital city channels and 74 Foxtel channels, along with various out-of-home and digital services.

Smarthub has started with programmatic TV (PTV) trading on the Foxtel network, with digital video inventory and Ten’s digital channels to follow.

MCN’s chief sales and marketing officer, Mark Frain, said Smarthub was the next milestone in MCN’s push to offer programmatic TV trading in broadcast linear TV both locally and globally: “Smarthub aims to help accelerate the adoption of automated trading, which is fast becoming the growth area for Australia’s media sector as clients can receive both the data segmentation and trading delivery benefits from digital, plus the mass scale and reach of linear broadcast television.

“With the increasing concerns around brand safety on video-based platforms, and tech vendors retreating from supply side trading platforms, the solution also ensures the market can continue trading TV efficiently through a secure and locally produced portal.”

Smarthub will be using technology from AI, data and engineering company IPONWEB to power the service.

Chief technology and systems operations officer of MCN, Angela Goodsir, said: “IPONWEB have outstanding credentials, being well recognised as a global leader in programmatic real time ad technology and infrastructure,” she said.

“This capability means MCN has the potential for integration and connectivity into the digital mindset and ecosystem for further advanced advertising models for broadcast. The agile delivery and flexibility of our partnership has also enabled the platform to be up and running within a record-breaking 12 weeks.”

Last November MCN revealed it was trialling its SIA management platform for reporting programmatic advertising data.


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