Consultant Frank Foster, offers some thoughts on the key factors driving the speed and extent of adoption of programmatic television, as well as what could impede adoption.

Revealing insights about the evolving television and video ecosystem emerged from research released this week. For one: while TV Everywhere (TVE) continues to grow at remarkably rapid rates, 71% of TVE viewers in March watched from a single location.

The quest for solutions that integrate and optimize the unsurpassed reach of linear TV and the growing but fragmented digital, video and OTT platforms requires tracking continually moving audience targets, as well as continually evolving audience data and metrics options. And it's only going to get more complex.

Sometimes it seems that if there's one thing that everyone involved in programmatic television can agree on, it's a lack of consensus.