Hulu has recently set out not to venture away from their endless list of television shows, documentaries, and movies, but to create a whole new marketplaces for themselves, next to it all. On January 1st, 2019, Hulu plans to launch a new private marketplace. Operated by the supply-side video advertising platform, Talaria, a biddable, automated marketplace will allow marketers to bid on Hulu's inventory through unique agency trading desks.
According to Hulu, there will be price floors where consumers will be able to influence pricing, and it will allow them to buy and and work with brands and video material through this platform. This will ultimately allow these buyers to ultimately control the value of the audience, as they are buying and sharing what these audience's view from their companies. The platform will also come with category separations, brand frequency caps, and fraud-free assurances.
I think this new platform Hulu plans to launch will have a great impact on how we buy and share ideas and media in the future. It will never be a replacement of creative teams sitting around a table coming up with great, powerful ideas, but has the opportunity to bridge the gap between consumers and creators, sharing ideas and content amongst brands, through a unique marketplace. Hulu recently launched something similar to this in 2015 but with many tweaks. I expect several tweaks to come throughout 2019 after this platform is launched, but it seems like they are covering every hole in this system and thinking of everything they can, and I know people across the world will be very excited for this launch, and use it to its full potential.
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