The programmatic TV dream is edging closer to reality
The dream of marrying premium TV inventory with the ease of programmatic buying is materializing slowly.
Agencies and media owners operating under legacy systems, technical inconsistencies and absent measurement standards are inhibiting the ability to modernize the way TV inventory is bought and sold in a time when marketers are trying to find targeted audiences in a fragmenting TV landscape.
The TV business is still a roughly $65bn market, and much of that comes from traditional linear TV. But TV is built around the upfront market; budgets are put in place months in advance, unlike most digital buys that happen in real-time. Read more here.