Astro opens Astro GO streaming inventory to programmatic buying via OpenX and Hoppr
· 2d ago · Originally reported by marketech apac
Malaysian media company Astro has made ad inventory on its Astro GO streaming service available for programmatic buying, working with OpenX and Hoppr. The move lets advertisers purchase the streaming inventory through automated channels rather than direct deals only.
Why it matters
Streaming services in Southeast Asia are increasingly opening their ad inventory to programmatic pipes, giving advertisers automated access to connected TV audiences that were traditionally sold via direct sales.
Explain it like I’m new here
Astro used to sell ad spots on its streaming app like a shop negotiating each deal in person; now it has put them on an open marketplace so buyers can grab them automatically.
Read the original at marketech apac
Terms in this story
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Direct-sold advertising
Direct-sold advertising is ad space sold by a publisher straight to an advertiser or agency through a negotiated deal, usually with a fixed price and guaranteed volume.
Go deeper
Related stories
OpenX Appoints Robert Horler as CEO, Former Dentsu and Whalar Executive
OpenX has named Robert Horler, who previously held leadership roles at Dentsu and Whalar, as its new CEO. The appointment signals a leadership change at the programmatic advertising technology company.
OpenX Names Robert Horler as New Chief Executive Officer
OpenX has appointed Robert Horler as its new CEO. The announcement marks a leadership change at the programmatic advertising technology company.
OpenX Names Robert Horler as New Chief Executive Officer
OpenX has appointed Robert Horler as its new CEO. Horler will guide the company’s strategy, emphasizing programmatic advertising, direct buyer relationships, and AI-driven solutions.
OpenX Names Robert Horler as New Chief Executive Officer
OpenX has appointed Robert Horler as its new CEO. The company is a major player in programmatic advertising technology.
Robert Horler Appointed as OpenX CEO, Marking Third Leadership Change in 2026
OpenX has named Robert Horler as its new CEO, making him the third person to hold the role since January. The company has experienced rapid leadership turnover, with Matt Sattel serving less than five months and an interim CEO leading…