Video ad monetisation platform SpotX has signed a deal with BHD, a Vietnamese broadcaster and media owner, to monetise the broadcaster’s video inventory programmatically.

According to The Drum, the deal will give SpotX the responsibility of managing programmatic selling of BHDs inventory, as well as automated direct selling, around the world. It enables BHD to sell deals across mobile, desktop, TV and VOD services, and on third party websites.

“BHD are setting themselves up as one of the innovators in the JAPAC market, and the first in Vietnam, to transition to modern video monetisation techniques,” Andy Yap, JAPAC director of platform services at SpotX, told The Drum. “In doing so, they’re setting themselves up to access additional demand as well as maximise fill rates and CPMs across different platforms and screens.”

BHD runs production, pay TV and VOD channels, and cinemas. It is responsible for content such as Vietnam Idol, Vietnam’s Got Talent, and international favourites like Master Chef and Ugly Betty.