Lack of data standardization is a substantially bigger hurdle to programmatic TV's speed of adoption than incompatibilities with the traditional TV selling/buying process was one takeaway from industry pros on a panel during the latest BIA/Kelsey webinar updating developments in PTV.
As television and video content blur into "T-video" and viewing habits become even more fragmented, sometimes-erroneous assumptions are bound to pop up. During MediaPost's OMMA TV Insider Summit, GfK's Karen Ramspacher reported on research that sets the record straight.
Turner and other media companies are investing heavily to be able to sell much of their inventory through targeted audience-based deals in the near future - and they need measurement partners to step up to that challenge, says Dan Aversano, SVP of ad innovation and programmatic solutions for Turner.
Livestreaming is starting to earn a place alongside traditional television programming formats and channels, and will only grow in importance, according to three media pros on a panel at MediaPost's OMMA Video event.
Videa, the Cox Media Group supply-side platform, announced its official launch this week and Nielsen announced that it will expand its Portable People Meter tech into local TV ratings.
The television advertising business is "at long last" beginning to see some of the change that's been anticipated for so long. But calling those changes "programmatic" is, at least at this stage, far off the mark, says Jim Nail, principal analyst at Forrester.
Some industry players have noted that use of programmatic TV is likely to happen more quickly for direct response advertising than branding advertising.
When it comes to hurdles on the way to broad implementation of programmatic TV, lack of sufficient infrastructure and national inventory providers' concerns about pricing and profitability lead the short list, as underscored by a new PTV-focused whitepaper from 4C.
Television has never before presented such a mixed bag of complex new challenges and equally complex new opportunities, observes Initiative's chief investment officer Maureen Bosetti in a Q&A.
While the television inventory available through programmatic buying has indisputably broadened in the past year, in particular, some pros believe that the industry may be reaching an availability "plateau" at this point