CME enters R2B2 programmatic HbbTV with 3 channels

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The R2B2 Czech programmatic ad network is expanding to include three Slovak TV stations operated by CME. The top TV station in Slovakia will be among them. Now advertisers can bid on R2B2 HbbTV inventory for two countries.

CME enters R2B2 programmatic HbbTV with 3 channels

All the TV stations that are connected offer a unified approach to programmatic ad sales. “That’s a big advantage over individual solutions because the key to future success in programmatic sales is unification,” comments Kamil Foltin, CTO of R2B2, which is expanding its network by three TV channels – Markíza, Dajto, and Doma that belong to Markíza-Slovakia.

The network is expanding as a result of the successful cooperation between two Czech companies – R2B2 and Hybrid. “Our solution makes it possible to combine direct buying with open auctions and connect the benefits of online technology with the prestige of the TV screen,” explains Foltin. The network has 5 standardized formats, including videos and banners. They can be displayed in OTT applications or as switch-in ads.

R2B2’s solution for TV is based on HbbTV technology. So, thanks to its growing popularity and increasing coverage, it is the ideal platform for scalable, addressable, one-to-one advertising. In October 2017, it won the award for Best Use of HbbTV for Advertising and Promotion from the HbbTV Association.