Dublin, 24th April Unique X, the global leader in cinema advertising solutions, today announced the launch of a groundbreaking auto-DCP (Digital Cinema Package) generation tool for its programmatic Advertising Accord platform. This innovative feature eliminates the traditional format gap between digital video buyers and cinema exhibition, allowing agencies and brands to transact cinema inventory with the same speed and simplicity as online or Connected TV (CTV) campaigns.
In programmatic cinema advertising, a fundamental technical barrier has historically slowed campaign activation: buyers and agencies trade in standard digital video formats (such as MP4 or MOV delivered via VAST tags from Demand-Side Platforms), but cinemas require DCI-compliant Digital Cinema Packages (DCPs). Traditionally, converting standard video to a cinema-grade DCP required expensive post-production houses, adding cost and lead time to campaigns.
The new auto-DCP generation tool within Advertising Accord bridges this gap automatically, enabling programmatic buyers to treat cinema as just another screen in their media plan, while Unique X handles the technical complexity of cinema delivery behind the scenes.
Seamless Programmatic Workflow from Bid to Big Screen
The integration of auto-DCP generation into Advertising Accord creates a frictionless, end-to-end programmatic workflow. Agencies and buyers can now purchase cinema inventory through their preferred DSPs and SSPs using standard programmatic workflows. They submit standard digital video creatives exactly as they would for any online or CTV campaign.
Once incoming ad creatives from DSPs are approved for cinema suitability, Advertising Accord’s built-in DCP Converter automatically transforms the standard digital video into a cinema-grade DCP that is fully compliant with DCI standards. This eliminates the need for third-party post-production houses, manual mastering, and the associated additional costs and lead times for the buyer. What traditionally took days of back-and-forth with post-production vendors is now reduced to minutes of automated processing. This enables programmatic buyers to activate cinema campaigns with near-digital-like speed.
“The launch of our auto-DCP generation tool is a transformative moment for programmatic cinema advertising,” said Phil Morris, Chief Commercial Officer at Unique X. “By removing the friction of DCP conversion, we are empowering agencies and brands to seamlessly integrate the high-attention, premium environment of the cinema into their omnichannel programmatic strategies. Advertising Accord now truly offers the speed and simplicity of digital buying with the unmatched impact of the big screen.”
This latest enhancement further solidifies Advertising Accord as the world’s only true programmatic cinema advertising solution, featuring a fully connected end-to-end supply chain from screen to media agency demand platforms through real-time bidding.
About Unique X
Established in 1997, Unique X is the world’s largest supplier of innovative digital cinema solutions, providing intelligent, autonomous cost-saving software and revenue-generating fully managed content services. Unique X operates in 102 countries across the globe and excels in delivering mission-critical cinema software. Advertising Accord currently powers 1.25 billion advertising spots annually across 31 territories and 48,500 screens worldwide. With its fully automated capabilities, it is transforming cinema advertising by providing exhibitors with a complete end-to-end solution that integrates both traditional and programmatic sales. Market-leading cinema solutions include RosettaBridge TMS (Theater Management System), RosettaNet (Circuit Management System), Movie Transit (Digital Cinema Package Content Delivery Network), Basekey (KDM management), RosettaLive (Event Streaming), Advertising Accord (Complete Advertising Sales Management and Programmatic Advertising), KDMX (next generation global KDM services) SmartTrailering (Intelligent Trailer Scheduling) and Unique’s unrivalled consumer product, the movie and gaming content private cinema hire event platform “Book The Cinema”.
