Network Ten has teamed up with online advertising company Yospace to offer live ad replacement and insertion during the Winter Olympics on its digital platform Tenplay.
Tenplay will run eight simultaneous streams during the XXII Winter Olympics in Sochi, Russia.
Yospace will work with Ten to provide frame-accurate replacement of the broadcast advertising in the live streams.
Louise Barrett (pictured), Network Ten’s chief sales officer, said: “This represents the first time an Australian media company has offered live ad replacement or insertion in online streams – and we are delighted that we can do it in our coverage of the spectacular Sochi 2014 Olympic Winter Games.”
Rebekah Horne, chief digital officer at Ten, added: “Delivering effective monetisation of live content with a true broadcast user experience is a milestone for digital media.”
She said the ability to execute targeted interactive ad replacement would give advertisers a level of personalisation and interactivity not previously seen in live online broadcast. Ads are managed through DoubleClick, integrated with Yospace’s system, to determine which ads are shown to each user.