Hulu Opens Up To Programmatic With Facebook’s LiveRail And Oracle DMP

This fall, Hulu will begin selling ads programmatically across its platforms on desktop, mobile and connected TVs with the help of Facebook’s video advertising platform, LiveRail, and the Oracle Data Management Platform (DMP). The service, which is owned by Fox, NBCUniversal and Disney, announced the addition of programmatic ad tech in its sales processes on Tuesday.

LiveRail, which Facebook acquired in 2014, will power the private ad marketplace in which Hulu sales teams will be able to transact direct premium video deals programmatically with real-time optimizations.

With access to the Oracle DMP, advertisers will be able to combine their first-party data with third-party data for ad targeting to offer granular personalization coupled with reach and scale, Hulu says.

“The marketplace has shown that data is overwhelmingly the new currency,” said Peter Naylor, SVP of Advertising at Hulu, in a statement. “With this new offering, Hulu is at the forefront of defining ‘programmatic’ for the digital video ecosystem and will increase efficiency and ROI for marketers.”

About The Author

Ginny Marvin

As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.