Faaez Samadi
Nov 15, 2018

Dataxu brings addressable TV to Asia

Partnership with Korea’s SK Broadband allows targeting of viewers across various digital TV platforms.

Dataxu brings addressable TV to Asia

SK Broadband, Korea’s largest telco, has signed a memorandum of understanding with programmatic platform Dataxu to bring its TotalTV offering to SK’s suite of TV services.

The deal is the first of its kind in Korea and brings addressable TV to Asia. SK will utilise Dataxu’s services across its IPTV service Btv, OTT platform Oksusu and TV commerce service SK Stoa.

In a statement, Dataxu says the agreement will allow marketers to target advanced audiences on a household-by-household basis using its TotalTV service, through SK’s set top boxes, which operate in a significant number of Korean homes.

TotalTV enables advanced TV buying, Dataxu said, providing enhanced targeting for advertisers, agencies, and media sellers such as SK. For advertisers in particular, TotalTV offers a unified platform for planning and buying media across linear, connected and addressable TV.

Dataxu will also continue to develop advanced TV products in partnership with SK for Korea and Asia more broadly, according to the terms of the memorandum.

James Sampson, Dataxu APAC vice president and general manager, said today’s advertisers want “high-quality TV inventory at scale with the 1:1 reach and analytics of digital media”.

“The future of TV is here, and we're thrilled to partner with a leader like SK Broadband in defining what that future looks like here in Asia, and around the world,” he said.

Shane Park, SK Stoa senior vice president of advertising said: “The demand for addressable TV is accelerating across Asia and our partnership with Dataxu ideally positions us to maximize the opportunities this dynamic and growing area presents.”

Related Articles

Just Published

31 minutes ago

Sony entices new players with global #LiveFromPS5 ...

Sony mimics a breaking-news channel to showcase some of its better-known PS5 games, including by apparently smashing a giant axe into the concrete of London's Southbank.

5 hours ago

Copycat accusations fly: Cathay Pacific calls out ...

Is imitation really the best form of flattery?

11 hours ago

Snap's Q4 results show uncertainty ahead for its ...

Snap Inc posted a US$288 million loss for Q4, reversing profits of US$23 million it made in the previous year, shares tank in after-hours trading.

11 hours ago

40 Under 40 2022: Nobuhiro Arai, TBWA Hakuhodo

Given the length, breadth and depth of his work and his capabilities as a leader, it is surprising that Arai is not even 40.