• 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.
  • The Three Pillars Of Programmatic
    I recently had a conversation with Mike Welch, who heads AT&T's advertising business, and we very quickly found ourselves doubling back on our discussion to define the term "programmatic TV." Impressed by the clarity of Mike's take on the subject, and assuming that this "definition conversation" is happening in boardrooms and across lunch tables throughout the industry, I am herewith offering up a definition of programmatic advertising - particularly programmatic TV - in the public interest.
  • How Unbundling Content And Audience Will Negatively Impact Advertisers
    As a reaction to the news last week that HBO and CBS plan to offer direct-to-consumer subscription models, Joe Marchese does a great job in last week's Online Spin explaining the impact of the cable bundle. In short, he argues that a la carte pricing for TV content may in the end be more expensive for consumers than the traditional cable subscription model today, and could potentially decrease the quality of programming. While reading his post, I was struck by the similarities between content bundling for consumers and advertising bundling practices that exist today in linear TV. For years the ...
  • TV Programmatic & The Snow Cone
    A New Yorker cartoon: A man and his young son walk up to an ice cream truck on the street corner. The vendor is an Eskimo. The man and his son request a snow cone. The vendor responds, "You have to be more specific - my people have more than four hundred different words for snow cone."
  • Many Flavors of Programmatic TV: One Size Doesn't Fit All
    We all can agree that the major topic at Advertising Week this year was programmatic, which has truly hit its stride and is exceeding all expectations for adoption. But to be clear, the buzz was about digital programmatic, not about programmatic TV. Programmatic TV is still in early innings. However, the week marked a major inflection point for TV. Let me count the ways.
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