Commentary

In Defense Of Swapping: TV Programmatic Inventory

  • by , Op-Ed Contributor, November 14, 2014
Editor's Note: This classic Audience Buying Insider was first published earlier this year.

One of the impediments to the acceptance of TV programmatic platforms by the ensconced TV buying community is the concern over whether there will ever be sufficient “quality” inventory -- a.k.a. broadcast and cable network programs in traditionally valued dayparts -- available for the wonders of a transparency-automated, workflow-efficiencied, and third- and first-partied, mixologized-data platform that propels the TV planning and purchasing process into the digital epoch.

There’s precedent, with myriad examples of broadcasters and cablers swapping their most valued video inventory with outside sales entities for cash or the promise thereof. From the beginning:

  • TV stations swap time for advertiser-supplied programming.
  • TV stations swap time for TV network-supplied programs, star power, and compensation.
  • TV stations swap time for syndicated program fare: cash, barter, barter + cash.
  • TV stations and TV networks swap time for long form/infomercial program fees.
  • Cable operators swap time with cable networks for programs and local sales inventory.
  • Cable networks swap time with cable operators for monthly subscription fees and the opportunity to glean national ad revenue.
  • TV stations swap time with unwired TV networks to garner incremental revenue.
  • Satellite operators swap time with cable networks for programs and local sales inventory.
  • Cable networks swap time with satcasters for monthly subscription fees and the opportunity to glean national ad revenue.
  • Telcos swap time with cable networks for programs and local sales inventory.
  • Cable networks swap time with telcos for monthly subscription fees and the opportunity to glean national ad revenue.
  • Cable networks swap time with multichannel video program distributors (MVPDs) to evolve ad-supported video-on-demand channels and gain incremental inventory.
  • Cable operators, satcasters, telcos, broadcast (local and national) and cable networks swap time with Google TV for the opportunity to glean incremental revenue.
  • Cable operators, satcasters, telcos, broadcast (local and national) and cable networks swap time with Microsoft’s Admira for the opportunity to glean incremental revenue.
  • Cable operators, satcasters, telcos, broadcast (local and national) and cable networks swap time with Simulmedia for the opportunity to glean incremental revenue.

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Et tu, TV programmatic? Certainment!

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