On Tuesday, Hulu announced it will begin selling ads programmatically across its platforms on desktop, mobile and connected TVs with the help of Facebook’s ad exchange system LiveRail and the Oracle Data Management Platform (DMP). This marks the first time Hulu’s inventory will be available for programmatic buying.
What Brands Should Do
As Hulu goes programmatic, it should become much easier for brands to reach the right audience segments with the vast user data that Facebook holds. Moreover, with access to Oracle DMP, advertisers will be able to combine their first-party data with third-party data for ad targeting to offer granular personalization.