Agency Execs Predict Programmatic TV Will Ramp up in Coming Year
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Programmatic buying — the process of buying media using automated technology — has transformed the way marketers, agencies and publishers buy and sell digital inventory.
TV is next, with programmatic buying accounting for up to 5% of TV buying in 2015 and more rapid adoption in the coming years, according to predictions by agency executives speaking on an Advertising Week panel called “Programmatic TV, Advertising’s Next Great Frontier.” That’s up from only about 1% now.
However, TV and digital programmatic are different, moderator Dan Ackerman, AOL’s senior VP-programmatic TV, emphasized. Programmatic TV buying is not necessarily about automating the entire transaction as it often is with digital inventory. Rather, it’s better defined as buying inventory based on data derived from programmatic technology.
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