Advertising Age has posted an article rounding up an Advertising Week panel called: “Programmatic TV, Advertising’s Next Great Frontier.”
Kris Magel, chief investment officer for Interpublic's Initiative; Doug Ray, global president of Carat; and Joseph Abruzzo, exec-VP and chief exploration officer at Havas were the panelists, and AOL’s senior VP of progrmmatic TV Dan Ackerman served as moderator.
“Programmatic TV buying is not necessarily about automating the entire transaction as it often is with digital inventory. Rather, it's better defined as buying inventory based on data derived from programmatic technology,” the article reads, citing Ackerman’s explanation of the difference between TV and digital programmatic.
The panelists predict that programmatic buying will account for up to 5% of TV buying in 2015, up from about 1% right now, with “more rapid adoption in the coming years.”