By Evan DeSimone
Premium VOD platform Hulu has announced the launch of its own programmatic advertising market place in partnership with LiveRail.
Hulu, which launched as a joint venture between TV giants NBC Universal Television Group, Fox Broadcasting Company, Disney-ABC Television Group, and Providence Equity Partners, has historically taken its cues from traditional broadcasters right down to its habit of releasing original series weekly rather than in binge-able full seasons. Now it takes the lead from broadcast again with the launch of its own advertising marketplace in conjunction with the arrival of its new fall slate. Oracle’s data management platform and Facebook-owned ad platform LiveRail will power the new venture.
Oracle’s data platform will combine first-party and third-party data to create greater ad buying efficiency for marketers, Hulu said in a statement announcing the partnership. Hulu will also use LiveRail’s private video exchange to complete direct programmatic deals with advertisers.
The news comes at a time when Hulu has also reportedly been mulling an ad-free version of its service supported by higher subscription fees. The company hasn’t made any official statements on the subject, but such a two pronged approach could increase the streamer’s bottom line.