• by Joe Mandese  @mp_joemandese, June 10, 2016

The not-so-mysterious location is the one we’ve been talking about all week: Amelia Island, FL, the venue of MediaPost’s Insider Summits this week. The mysterious island destination, is the one US International Media’s Ryan McArthur and Mitch Oscar were talking about using addressable TV and programmatic TV campaigns to market during a keynote presentation at the TV Insider Summit.

The presentation raised more questions than it answered, including how targets for reaching prospects to promote the destination, which is located 1,449 miles south of Amelia Island.

Each supplier pitching USIM’s programmatic buy utilized somewhat different ways of defining it.

Here’s one (below) Acxiom uses to define beachgoing targets. Oscar noted it didn’t even include the word “sand.”

Generally speaking, he said he was disappointed with the schedules generated by programmatic buyers, because it was hard to understand the elements that went into the, including the mixes of programs, networks, and even dayparts.

“A machine looks at a $7 CPM in overnight and a $7 CPM in prime-time and it’s just a $7 CPM for both of them,” he said, implying that humans might looks at the value of those dayparts differently.