While programmatic and addressable TV platforms are just getting started, the mountains of digital data around consumer media habits has already fundamentally changed the way planners look at TV. They can find their audiences watching shows and during dayparts that traditional data never imagined. The implications are profound. The buy side can now find value and efficiencies in places sellers never anticipated. The buyers now know more about the audience than the seller. How are media buying decisions now being made, and how does it disrupt the relationship among seller, buyer and distributor?
- Cesar Brea, Partner, Force Five Partners
- Ethan Rapp, SVP, Program Management, Simulmedia
- Erica Schmidt, Executive VP, Managing Director, North America, Cadreon