Image: OSN website/ For illustrative purposes only
MENA entertainment provider OSN has partnered with US-based advertising technology firm The Trade Desk to open the broadcaster’s programmatic video inventory to advertisers, the companies said.
The deal makes The Trade Desk the first demand-side platform (DSP) to give brands direct access to OSNtv’s connected television and addressable video-on-demand inventory, covering Arabic and international content including HBO, Warner Bros. Discovery titles and OSN original productions.
“At OSN, we’re committed to innovation that enhances the advertising experience while maintaining the highest standards for our viewers,” Hamid Davari, OSN’s director of advertising, said in a statement.
“Partnering with The Trade Desk on our Advanced TV products allows us to open our premium inventory to brands in a way that is transparent, data-rich, and performance-focused,” he added.
OSN, The Trade Desk aim to empower advertisers to make smarter, more data-driven decisions
Terry Kane, The Trade Desk’s MENA managing director, said connected TV was one of the most powerful digital advertising channels. “This partnership with OSN underscores our commitment to unlocking the region’s premium inventory and empowering advertisers to make smarter, more data-driven decisions at scale,” he said.
OSN said advertisers using The Trade Desk’s platform will be able to target engaged viewers in brand-safe environments and measure campaign performance more precisely.
The Dubai-based broadcaster, which operates in 22 countries, was the first in the region to introduce an on-demand video service and holds exclusive rights to HBO programming in MENA.
It said the partnership combines its content library and direct-to-home viewer base with The Trade Desk’s buying tools to expand access to the region’s premium streaming audience.
