A&E Taps Microsoft’s Admira For Targeted — And Limited — TV Media Buys

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A&E is looking to test how well Microsoft’s addressable TV platform Admira can handle targeted media buys across some of its smaller channels. While Google (NSDQ: GOOG) TV Ads has received a lot of focus for how slowly its been able to drive targeted TV ads across set-top boxes, Microsoft’s efforts have appeared even more slugglish. Microsoft’s last major deal for its Admira TV media buying platform was nearly a year ago, when it signed up a few NBCU cable properties. This latest deal with A&E, which is jointly owned by NBCU, Hearst and Disney (NYSE: DIS), comes amid the cable cable upfront season and involves only a small amount of ad inventory on Bio, History International and History en Espanol channels starting this month.

What’s not included are the premiere channels like the A&E channel itself, as well as Lifetime and the main History Channel. Still, it could serve as a good test of Microsoft’s capabilities in the addressable TV area, as Bio and History International are both available in more than 47 million U.S. households, while History en Espanol channel has 29 million subscribers across the U.S. Release

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