Three years after introducing an addressable TV advertising offering, satellite broadcaster Dish’s ad sales division is now turning that play programmatic.

Dish Media Sales is calling its launch “the pay-TV industry’s first impression-by-impression programmatic marketplace for linear television”. It follows Clypd’s launch of a TV ad-buying software platform.

Using it, advertisers can, internet-style, buy ads in linear TV using a real-time bidding system. But, although the bidding is real-time, it will still take a couple of days to deliver ads to users’ boxes, ready for airing.

The inventory will be available to buy through demand-side partners DataXu, Rocket Fuel and TubeMogul, says Media sales and analytics VP Adam Gaynor.

“This is a first for our industry, to be able to take linear television and apply the programmatic marketplace to it,” he tells Beet.TV in this video interview.

“(It lets us) reach out to brands that brands that traditionally spend in the digital marketplace.

Programming Note:  Gaynor will be speaking at the Beet Retreat next month in Florida about this and related topics.