Twitter is morphing into a next-generation, real-time advertising platform and it is its access to real-tie data that is transforming the way advertisers are using it to buy television. "Companies use data on viewers' Twitter use to time and pair specific ad campaigns with specific programs, offering ads on both TV and Twitter," writes Tim Carmody on The Verge, adding, "If viewers tweet about the TV ads they see (and the study shows that overwhelmingly, they do), they're directed to promoted trends, accounts, and hashtag campaigns that further help turn interest in the ad into purchase intent. That data in …

Forbes.com has been looking at whether it can utilize programmatic trading to sell its "native" ad formats, but has not plans to do so for the foreseeable future. "I actually think at the present moment the challenges that programmatic and native are trying to solve are inherently different," Forbes group publisher and chief revenue officer Meredith Kopit Levien, tells Adweek, adding, "I do think they'll merge at some point in the future where we'll be talking about machine-to-machine-bought content solutions. But right now it's still considered by the market to be two different challenges with two different solutions."

Real-time marketing may be associated mainly with digital media, but thanks to new technologies being introduced inside brick-and-mortar stores, it's poised to change the way physical retailers operate as well.

"Programmatic buying is to digital advertising what high-frequency trading is to Wall Street," the Business Insider publishes in a new "Intelligence Report" on the automated buying and why "it can save mobile advertising." "Publishers already achieve higher CPMs with RTB than they do with traditional ad networks," the BI report notes, adding, "As a result, RTB is seeing wider adoption across the mobile ad ecosystem, and positive momentum on both sides of the equation. The sell-side is providing more premium inventory, and larger publishers requesting ads. And the buy-side is seeing more demand for RTB from advertisers and agencies."

WebAdvantage chief Hollis Thomases reminds us that, even in a programmatic world, it's human beings who overseeing the media planning that determines what the programs are buying.

Basically, he defines it as, "any method of buying or selling media that enables a buyer to complete a media buy and have it go live, all without human intervention from a seller." But it gets a little more complicated than that.

Actually, consultant Kevin Benedict calls Twitter's and Nielsen's plans to develop a real-time TV audience index based on tweets a "real-time-virtual-meets-human-meets-virtual-meets-bigdata" solution, and he even has a new acronym for it, appropriately hashtagged "#VMHMVMBD." While the acronym will no doubt bust the margins of some forthcoming version of LUMAscapes' chart, Benedict says it has even bigger implications for the way we think about the fundamental commodities of media: time and space. "This partnership demonstrates more time-space compression. There is less time between an event and event feedback. Less time between feedback and adjustments or changes. Viewers opinions from across a …

New reports from Admonsters and Pubmatic suggest European publishers are even more resistant to programmatic trading than their U.S. counterparts. Not surprisingly, it's partly cultural and partly due to fears of commoditization and lower prices for advertising inventory.

Real-time social media platforms are creating an array of logs, archives and new apps for accessing and contextualizng real-time conversations among their users.

Satellite TV operator DISH Network is developing a feature enabling advertisers see what viewers are watching in real-time, a move Adage.com reports will set "the stage for last-minute auctions of ad space."