Disney+ Hotstar collaborates with MediaMath to offer audience-based marketing in a private programmatic environment

Premium video streaming platform Disney+ Hotstar has collaborated with MediaMath, a demand-side platform (DSP) that delivers responsive, accountable and performant advertising technology for brands to buy addressable media.

This association enables advertisers and agencies to measure reach and frequency on Disney+ Hotstar’s programmatic inventory in a trusted and brand-safe environment.

With this offering, brands can purchase premium inventory on Disney+ Hotstar through programmatic guaranteed (PG) and private marketplace (PMP) deals to reach India’s affluent, urban audiences via a multitude of ad formats that suit their marketing objectives. The platform’s massive reach and sharp targeting options extend an incredible opportunity for brands, especially regional players, to tap the right audience whether on live sports or entertainment.

Nitin Bawankule, President, Ad Sales, Star and Disney India, said, “We are committed to enabling marketers and agency partners to reach new and existing audiences at scale and build incremental reach. By activating audience-based buying in a private programmatic environment, brands can target precise, highly engaged audience cohorts, exercise more control with transparency, and attain higher visibility of their campaigns. MediaMath offers a cutting-edge technology platform and this association will help us offer efficient programmatic advertising solutions to clients.”

“OTT is a critical and fast-growing channel for driving addressability, and our association with Disney+ Hotstar helps us offer a forward-looking, sophisticated programmatic setup,” said Pranjal Desai, Country Manager India, MediaMath.

 “Disney+ Hotstar has already established itself as the largest player in the OTT space, and this collaboration has been the natural next step in making media buying on OTT a more streamlined, efficient and accountable process.”

Umesh Krishna, Director, Marketing, Swiggy, said, "Swiggy and Disney+ Hotstar have had a long association, especially when it comes to cricket. In fact, food and video-on-demand are categories that go hand-in-hand, and they both cater to similar psychographics. Having tried out programmatic campaigns on the Disney+ Hotstar Marketing Platform recently, we are extremely pleased about the scale and targeting options that it offers us. I am confident that it can serve our various marketing goals effectively." 

Amardeep Singh, Co-Founder and CEO,  Interactive Avenues, said, "We are looking forward to programmatically accessing India’s most premium and brand-safe video inventory on Disney+ Hotstar via MediaMath — the leading independent DSP in the country. This is an offering that the market has been waiting for quite some time now. Interactive Avenues works extensively with both MediaMath and Disney+ Hotstar and we are very excited for this offering which will help us to further augment our promise to our clients to give them the best ROI on their investments."

Additionally, buyers can access other key features such as viewability measurement, frequency-capping and real-time analytics. With Disney+ Hotstar, brands can reach India’s affluent, urban audiences via a multitude of ad formats that suit their marketing objectives. The platform’s reach and sharp targeting options extend an incredible opportunity for brands, especially regional players, to reach the right audience whether on live sports or entertainment.

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