As Hulu\u2019s audience has continued to grow, the company has been building up its sales efforts and offerings for programmatic advertising transactions. \u201cSo now that we have that kind of scale we want to make sure that we\u2019re maximizing it from an advertising perspective,\u201d says Anthony Laurenzo.<\/p>\n

Hulu has had programmatic capabilities since 2014 but \u201conly recently we built a sales team around it\u201d to work with Hulu\u2019s local, national and performance marketing teams, the Regional Sales Manager of Advanced TV says in this Beet.TV interview at the recent MediaMath Connect All Fronts industry conference in Manhattan. \u201cHulu hasn\u2019t been the easiest to work with programmatically in the past.\u201d<\/p>\n

The company works with \u201cpretty much all\u201d DSP\u2019s, offering three types of programmatic deals. The first is automated guaranteed, wherein Hulu uses various data and determines targeting. \u201cAnd then we send all those targeted impressions to the advertiser,\u201d Laurenzo says. \u201cIt\u2019s a fixed price. We do all the decisioning and pass those impressions on.\u201d<\/p>\n

Hulu\u2019s second programmatic offering also is based on fixed pricing, called \u201cunreserved fixed,\u201d but it offers advertisers the ability to do the decisioning. \u201cSo based on the bid stream, they can decide if they want to accept or pass on those impressions.\u201d<\/p>\n

Three months ago, Hulu added a third programmatic variation that Laurenzo describes as the company\u2019s \u201cmost differentiated deal type\u201d called an invite-only auction.<\/p>\n

\u201cThis is our first biddable model where you can actually go in and bid on inventory from Hulu,\u201d Laurenzo<\/a> says.<\/p>\n

\u201cIt\u2019s also the first time we\u2019ve allowed multiple brands to run through one single deal ID. That\u2019s a big deal for our DSP partners because that\u2019s typically how they would prefer to work anyway.\u201d<\/p>\n

Asked about working with MediaMath<\/a>, Laurenzo says, \u201cWe love the transparency, not arbitraging our inventory. We have so many issues in the marketplace with people representing Hulu inventory when maybe they shouldn\u2019t.\u201d<\/p>\n

Given Hulu\u2019s audience growth, \u201cthe DSP\u2019s are actually working with us to help find ways to better utilize some of that extra capacity that we have.\u201d<\/p>\n

This video was recorded at the MediaMath Connect All Fronts industry conference in Manhattan. The series is sponsored by MediaMath. For more videos please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

As Hulu\u2019s audience has continued to grow, the company has been building up its sales efforts and offerings for programmatic advertising transactions. \u201cSo now that we have that kind of scale we want to make sure that we\u2019re maximizing it from an advertising perspective,\u201d says Anthony Laurenzo. Hulu has had programmatic capabilities since 2014 but […]<\/p>\n","protected":false},"author":17,"featured_media":59780,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7915],"tags":[3919,4285,7126],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59778"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=59778"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59778\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59780"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59778"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59778"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59778"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}