Programmatic TV has dominated headlines in recent weeks, and though some contend it’s still more talk than action, it took another step toward reality today with Havas Media announcing a partnership with FuturesMedia, a real-time TV ad buying platform.
Through FuturesMedia, suppliers will be able to make linear TV inventory available to Havas clients via private marketplaces, explained Josh Winograd, founder and CEO of FuturesMedia. Buyers can scan the available inventory and then work directly with the sellers to negotiate terms.
“We can layer on proprietary data to better inform our bids and use data with cost to determine our price that we are willing to pay,” added Jason Kanefsky, EVP and director of strategic investments at Havas Media. “We will also leverage the fact that FuturesMedia keeps a historical record of each negotiation we enter into, complete with pricing and negotiations conducted between ourselves and our supply partners on the platform.”
Essentially, the partnership with FuturesMedia gives Havas clients a new way to view TV avails. Whether or not this type of technology deserves to be called “programmatic” is a hotly debated topic, with some maintaining that “data-driven TV buying” would be a more apt term.
However, technology such as FuturesMedia’s is similar to the “programmatic direct” or “automated guaranteed” platforms which have cropped up in display and which have been rapidly adopted.
“The [TV] market is finally catching up to technology,” said Kanefsky. “In year’s past, the network demand model did not require solutions for the 21st century. Our clients have all asked for a transparent view into the market and this is the first logical step.”
Havas struck a similar partnership with AOL Platforms earlier this year through its trading desk, Affiperf. Kanefsky said that Havas’ partnership with AOL is “applicable to addressable television” and is something they will continue to use. The FuturesMedia platform is focused on linear media, he said.
Per a release, the first private exchanges are expected to launch this month.