• TV Programmatic: The Best Of All Possible Worlds?
    There was a Panglossian philosophy, the metaphysico-theologo-cosmolo-nigology, espoused around the time of the Lisbon earthquake of 1755, which stressed that "things cannot be otherwise than they are; for as all things have been created for some end, they must necessarily be created for the best end." TV programmatic, for example.
  • Programmatic Cross-Platform Integration: Where Are We?
    Digital demand-side platforms (DSPs) have set the bar for what today's media planners and buyers require. Intuitive user interfaces, easy application of first- and third-party audience data sets, automated workflows and daily reporting of campaign delivery and optimization are becoming table stakes to compete in today's media business. These platforms are the media planner's equivalent of logging into Ameritrade daily to manage a stock portfolio vs. waiting for a printed statement at the end of the month in the mail.
  • The More Measurement Changes...
    The television industry right now is very lucky. It is being challenged by a host of technology and business innovations shorthanded with the term "programmatic." Unlike other business revolutions, there is a near-perfect precedent for programmatic TV: digital. (This is no accident; digital ad concepts - and people - are making this new TV revolution happen.) I have made this comparison in past columns; today I will focus on programmatic media measurement.
  • A Practical Definition Of Programmatic TV
    Programmatic TV advertising has become a hot topic over the past year, but what does it really mean? The digital advertising players have been developing a programmatic ecosystem for some time, yet they define programmatic in what amounts to a "I'll know it when I see it" manner. So how might we map such a loosely formed concept to the TV advertising industry?
  • TV Programmatic: A Horizontical Transmutation
    I remember that when I started in the media business, around the mid-'70s, the community's attention was focused on reach. Mass reach. Broad reach. Television. The cult of the horizontal. At the turn of the 21st Century, as the televisual universe expanded and video became much more prevalently experienced across all static and mobile TV platforms (traditional TV, broadband, mobile), we entered the horizontical epoch.
  • 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.
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