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AMC Networks, Advertisers, Experiment With Programmatic Linear TV Buys

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variety.com

Brian Steinberg Senior TV EditorAMC Networks wants to make it possible for advertisers to buy time in linear broadcasts of “The Walking Dead” or “Better Call Saul” in the same way they do digital commercial inventory.The owner of the AMC and BBC America cable networks said it worked with advertisers including Best Western, Smithfield Foods, Securian Financial and others during the third quarter on technology that let the marketers enable programmatic and addressable buying on TV.

The new initiative gives advertisers the chance to buy live TV inventory with the same kind of automated buying technology they might use for digital sites.“This is a huge development, for us and for the entire industry, unlocking the value of linear inventory by.

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