“Programmatic TV” may be poised for growth this year, but according to Rhys McLachlan, global head of TV strategy at Videology, demand currently exceeds supply.
“There is a huge amount of receptivity from the demand side - ad agencies have woken up to the efficiencies programmatic can bring - though we are somewhat behind the ball as it relates to the datasets, to provide efficient measurement,” McLachlan told Beet.TV in an interview.
“And there is a lot of legacy infrastructure as it relates to the technology the broadcast industry uses to distribute their content. There is a lot of work still to be be done to provide a truly holistic platform for programmatic television. Asia-Pacific will move very quickly – they don’t quite have the same legacy constraints,” McLachlan added.