Korea-based Anypoint Media has access to over 6 million set top boxes in Korea. Its cloud-based TV solutions enable linear TV feeds to switch over to digital feeds within the set-top box in order to play the targeted ads.

Under the terms of the deal, which will enable dynamic ad insertion via set-top boxes to bring household-level addressability, the companies will allow advertisers to buy ad space on a household-by-household basis across the IPTV and cable operators that use Anypoint’s targeted linear TV advertising infrastructure. For its part, SpotX will enable dynamic ad insertion into households that match the ad’s targeting criteria. This is distinct from other programmatic TV executions in the region which focus on selling ad units on broad audience estimates. The partners add that brands can now identify their target audience at a household level and ensure their messaging is relevant every time.

Such a level of household addressability is a first for the region, said SpotX’s senior director of supply, JAPAC, Daniel Rowlands. “The promise of programmatic TV has been top of mind for much of the industry, but has yet to come to Asia,” he said. “Our partnership with Anypoint will enable true programmatic TV to be executed in Asia for the first time.”

Added Anypoint Media CEO Won Baek: “Set-top box addressability creates thriving, data-driven TV ad markets that maximise the holistic audience value of linear TV inventory… This is a significant advancement for the Korean marketplace, and we’re excited to work with SpotX to expand these capabilities in markets across the JAPAC region.”