• Will Programmatic Video And PTV Converge Or Diverge?
    The general assumption that most television inventory will eventually be bought through programmatic systems is still quite theoretical, an expert panel at MediaPost's OMMA Programmatic indicated.
  • Will Less Network Ad Clutter Translate To Better Value For Advertisers?
    Less ad clutter equals a better experience for viewers and higher demand (and prices) for the remaining ad units, at least in theory. Buyers weighed in at MediaPost's 2016 Outfront Forum.
  • Is There A Future For The Upfront?
    Going into this year's upfront frenzy, several agency executives took time to discuss what the television buying scenario may look like five years from now, in a panel during MediaPost's Outfront Forum in New York.
  • Media Researchers' Takes On VAB's Cross-Media Metric Proposal
    ABI asked three respected media research analysts for their takes on the Video Advertising Bureau's proposal to adopt average audience per minute as a "common currency" for evaluating audience claims across television and digital media.
  • 'Equitable Optimization' In Broadcast Via Enhanced Data: A Test In Progress
    U.S. International Media (USIM) is spearheading a test for a retail client using data beyond age and gender to target audiences in the broadcast television environment.
  • What's Holding Back OTT's Promise As An Advertising Platform?
    Some see over-the-top as the platform with the most potential for eventually enabling efficient, scalable, one-to-one targeting in the television environment, but there are obstacles to overcome.
  • Local Versus National And Cross-Platform Data Gaps Pose Planning Challenges
    One of the biggest challenges in the move toward programmatic or automated buying is that media planners and buyers alike are simultaneously blessed and challenged by the proliferating third-party and first-party data sources and platforms in play.
  • CPGs Moving To Leverage Advanced Data, While Waiting For TV Scale
    Srishti Gupta, president of the IRI Media Center of Excellence, discusses the progress and remaining challenges in harnessing consumer purchasing and other beyond-demographics data in television -- particularly in a programmatic environment.
  • Addressable As PTV Gateway And Television 'Democratizer'
    While some broadcast and cable networks continue to be leery of addressable television, others view it as a logical gateway to "full-blown" programmatic television.
  • What's Programmatic TV's Acceptance Level In Agencies?
    Agencies seem apprehensive to test the programmatic TV space just yet, according to Strata's latest forecast, but a considerably more positive picture came through during a BIA/Kelsey Webinar on its status in the local television marketplace last month.
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