• 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?"
  • The 80/20 Advertising Economy
    When a phrase like "programmatic advertising" takes hold - just as "the Internet" took hold in the '90s - it tends to be wrapped in imperatives and superlatives. "Everything is going programmatic." "It's the future." Executives making strategic decisions, when confronted with these imperative phrases, can feel a level of panic. Everything is going programmatic? It is? When? What do I have to do? As we collectively prepare for a future that involves programmatic TV, it may be useful to try and be accurate about how much TV media is likely to be traded programmatically, versus through traditional means. What ...
  • The Gross Rating Point Begot The Audience Rating Point -- And The Father Is Digital
    The gossip is true. The mother of all media measurement, the Gross Rating Point, got her groove on with the man, Digital Measurement, and unto them was borne a new measurement standard: the Audience Rating Point (ARP).
  • It's All TV, Isn't It: A Rumination
    I'm a TV guy, and proud of it. I enjoy horizontally watching a slew of my favorite professionally produced TV programs, surfing the electronic program guide, and neurotically scanning my personal video recordings selections to ascertain future storage capacity. I eagerly await the ubiquitous deployment of advanced TV applications in the televisual realm: addressability (with interactive extensions), telescoping, intuitive navigation (encompassing all content, all the time, on-demand) and TV programmatic pragmatism coupled with more meaningful, manageable "big data." That's me. So here is my question to you: Why the continued TV and digital video divide, though agencies religiously profess the ...
  • How Planning Problems Are Hindering Cross-Channel Campaigns
    Kleiner Perkins's Mary Meeker recently released her annual Internet trends report, and of the many emerging behaviors described, there's one that brands have already taken note of: cross-device consumption. We expect that this behavior will only continue to grow and in doing so, will open up a whole world of interesting possibilities for advertisers. In fact, many have already attempted to leverage those with holistic new cross-channel campaigns. It sounds great, but so far things aren't turning out as planned.
  • Measuring Returns From TV: Where Is ROBI?
    A few weeks ago, I was talking with a colleague from one of the major audience data companies about the future of measuring TV. With all the big data we have at our fingertips, we will soon use the same measurement tools for TV brand campaigns that we use for digital. "If you can't measure it, you can't manage it," is one of the undisputed business mantras from Peter Drucker. My colleague was concerned that the current and upcoming generation of marketers and CMOs have been so thoroughly schooled in this belief that they will tend to manage TV brand ...
  • TV Programmatic: More than Real-Time Bidding
    Programmatic buying is getting a good deal of attention -- and recent articles have speculated on leveraging infrastructure created for digital programmatic to accelerate the rise of programmatic in television. While this may be easier said than done, several programmatic vendors are investing heavily in building the infrastructure that will be required to deliver a programmatic TV capability. Things are progressing quickly and the results are encouraging.
  • Moneyball 2.0
    Welcome to a world of multiple exchanges, complex algorithms, confusing jargon, aggressive middlemen, and tuned-out clients. Sound familiar? Well, it's not ad tech. It's Wall Street. The eerie parallels between today's Wall Street and the increasingly automated world of advertising are unmistakable in Michael Lewis' new book, "Flash Boys." (Lewis has shed indirect light on our industry before with his 2003 book "Moneyball," which became the the hero narrative for quants.)
  • 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.
  • 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. From the beginning:
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