GroupM’s Finecast to use header bidding to improve CTV campaign buying in deal with SBS and Xandr

Finecast – a division of GroupM focused on addressable TV – has partnered with SBS and Xandr to deliver header bidding technology on Connected TV campaigns, to help advertisers “reach bigger audiences”.

Finecast said this represents a “positive shift” for access on Addressable TV, while also maintaining the “benefits of superior buying flexibility”. Using the header bidding technology, rather than a waterfall model will allow advertisers to access more BVOD inventory, and can “invest bigger budgets in CTV campaigns to reach bigger audiences”.