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Programmatic TV Will Take Off -- Unilever CMO Predicts
- The Drum, Friday, November 7, 2014 7:06 AM
As the advertising industry continues to flirt with programmatic technologies for linear TV, it must remain flexible and treat the move with respect if it is to prove successful, according to Unilever’s chief marketing officer Keith Weed. Speaking to The Drum at the Web Summit in Dublin, Weed speculated that the industry as a whole will eventually make the shift to programmatic TV, but that the change will resemble the fast-moving progression that brands demonstrated in their use of social media.
Of course, he wouldn't say anything about his company's plans to go programmatic in its TV buying, which tells me that he was mostly catering to his audience, telling them, in rather vague terms, what might happen, maybe, perhaps, ----eventually.