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Programmatic TV Still More Talk Than Action

Advertising Age has posted an article noting that despite the flurry of recent headlines regarding programmatic TV -- including ESPN’s announcement that it would sell 30 seconds of “SportsCenter” ads via online auctions, TubeMogul’s new self-serve programmatic TV platform and Cox’s private programmatic TV marketplace with Magna Global -- “the industry remains a far sight from really seeing traditional, national TV breaks filled with ads bought via automated tech.”

“[T]he ‘programatic’ process still requires enough manual work to throw the label into question,” writes Advertising Age, referencing TubeMogul’s new platform. “TubeMogul does let buyers view inventory availability and reserve inventory in its system, but trafficking the ads is still done manually,” the article continues. “In a best-case scenario, a buyer would upload the ads into TubeMogul's system, company executives said, and then a TubeMogul employee would download them and place them into another system, copying over the targeting parameters. The company is currently testing deeper trafficking integrations, a spokesman said.”

Read the whole story at Advertising Age »

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