Hulu to Open a Private Ad Exchange Powered by Facebook’s LiveRail
Advertising’s programmatic revolution will be televised — by Hulu.
This fall the streaming video service, which is owned by NBC Universal, Fox and Walt Disney Co., will open a private ad exchange powered by Facebook video ad exchange LiveRail to let marketers to buy ads on Hulu as easily as if they were purchasing something on Amazon. To make sure those ads are shown to the right people, Hulu will let brands combine their own data with Hulu’s information on people’s age, gender, location and what shows they watch as well as data from companies within Oracle’s data-management platform.
The offering could make buying ads on Hulu more like buying ads on Facebook or Twitter than on traditional TV.
