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
Firms that manage databases on each side of the political aisle announced partnerships with television data providers, enabling campaigns to use viewership behavior to target specific consumer segments on connected TV platforms.
NBC's press briefing on August 11 -- Day 6 of the Rio games -- was notable for its confirmation of how streaming, mobile devices and social media are starting to transform a half-century of traditional television distribution and viewing practices.
A BIA/Kelsey report released this week forecasts that local PTV will start to take off over the next three years, building momentum along the way.
Samantha "Sam" Rose, VP, director of video investment for HorizonAdvanced, talks about the advanced TV scenario at 2016's upfront and looks ahead to any factors that could slow its momentum.
Conversion Logic COO Alison Lohse shares some thoughts about the roles of attribution platforms in the shifting television metrics landscape.