Czech TV taps R2B2 HbbTV solution for programmatic ads | Broadcast | News | Rapid TV News
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R2B2 has developed and launched AYM, a header bidding solution that has been used to integrate the programmatic ecosystem into Czech HbbTV.

r2b2 hbbtv 18 october 2017The R2B2 solution, which has been shortlisted as a finalist for the HbbTV Awards 2017, is an innovative approach to linking demand for programmatic advertising with digital ad placements.

R2B2 AYM includes a reporting portal, a built-in connection with Adform (on the demand side), and a wrapper, which is software for the implementation of header bidding.

“Header bidding allows us to nimbly and efficiently connect and optimize online programmatic platforms, to adapt to the addressable TV environment, and above all, to evaluate demand in real time,” said Martin Čelikovský, CEO of R2B2.

AYM has been deployed nationwide through eight Czech TV stations running on the Hybrid Ads advertising system. In addition, it’s also used by a large number of Czech online publishers.