• Two On-Ramps To the Audience Buying Superhighway
    I read with delight a series of announcements that appeared after the beginning of the new year. The first was the news of a programmatic "first" in the TV space, when ESPN facilitated the bidding of avail on the set of ESPN's "Sports Center." It reminded me of the leap that Google's TV Ads product had made by automating the process by which ads could be bought on TV through an interface.
  • Remnant Is Dead -- Long Live Remnant!
    Is "remnant" a good thing or a bad thing? How could the same word to describe undesirable ad inventory be interpreted both ways simultaneously? Why does it still cast a long shadow on TV, but has disappeared into the sunset of the online advertising lexicon? Let's flip back a few pages into the media archives and find out.
  • TV Audience Buying Is Only Half the Story
    As I read through the multiple year-end wrap-ups on the growth and future of programmatic in media, it seems many commenters put TV at a disadvantage. But TV audience buying is only half the story of programmatic TV. The other half is technology automation. And the good news is that the tech is much further along than many realize. In fact, in some areas, it has leapfrogged over digital tech.
  • 2015 Television Advertising Predictions -- Or Guarantees?
    A small group of folks spent 2013 touting programmatic TV as an important sales and buying initiative, but it was merely a twinkle in the eyes of those making 2014 predictions. When we flip the calendar forward to the prophecies for 2015, programmatic TV and its growth trajectory are now part of nearly every prediction list. Here are some standouts:
  • Cleaning The Dust Off TV Preconceptions
    When dust accumulates on an object, it loses its twinkle. Although the general form, purpose and value of the object are unchanged, it somehow loses that special luminescence that originally caught our eye. Since the birth of the Internet, dust has started to accumulate on TV in spite of the fact that its form, purpose and value in the media food chain did not change. But now it's time to get out the feather dusters. TV is about to get its groove back, and the shine will be blinding. Here's why
  • TV Automation is Already Here -- Retire The Fax Jokes
    Programmatic TV is the combination of audience data and automated execution to make TV planning, buying, optimizing and reporting smarter and more effective. Over the past few years, we have built a wealth of audience data from multiple online and offline sources that we now can use in TV. Then comes the invariable "BUT" -- and we hear the sound of the programmatic TV gears stripping. "But programmatic TV needs automation and TV is not automated," or, "Can you believe they still use fax machines in TV?"
  • Programmatic Measurement: Confirming The Outsize Value Of TV
    As programmatic brings a richer data-driven sensibility to TV planning, buying and optimization, measurement of TV will begin to play an important role. Precision measurement for TV will benefit the health of the cosystem, because TV delivers outsize value when outcomes are measured.
  • Shirley, Shirley, Bo Birley Bonana Fanna Fo Firley Fee Fy Mo Mirley, Shirley!
    Up top is the first line of Shirley Ellis' lyrics for the popular, late-1964 classic, "The Name Game." A stanza or two into the song, she proceeds to explain her process -- the rules -- of naming:
  • In Defense Of Swapping: TV Programmatic Inventory
    One of the impediments to the acceptance of TV programmatic platforms by the ensconced TV buying community is the concern over whether there will ever be sufficient "quality" inventory -- a.k.a. broadcast and cable network programs in traditionally valued dayparts -- available for the wonders of a transparency-automated, workflow-efficiencied, and third- and first-partied, mixologized-data platform that propels the TV planning and purchasing process into the digital epoch. There's precedent, with myriad examples of broadcasters and cablers swapping their most valued video inventory with outside sales entities for cash or the promise thereof.
  • Programmatic TV Is A Job Creator
    With each week, it seems that more TV networks and media agencies are embracing the future of programmatic TV. The benefits for TV advertising are simple and straightforward: Automation and audience data benefit all the players in the ecosystem. But now the question on many minds is coming up with greater frequency, often in a hushed aside, "Is this all really a job killer?" The answer is "No." Programmatic TV will not kill jobs. In fact, just the opposite is true. Programmatic will create jobs in TV advertising.
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