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.”