Around the Net
Turbo Tax Buys ESPN's First Programmatic Ad Slot
- Wall Street Journal, Monday, January 12, 2015 4:28 PM
Per the Wall Street Journal, Turbo Tax ran a programmatically-purchased 30-second ad during the Saturday 1 a.m. edition of “SportsCenter” on ESPN.
“ESPN says Turbo Tax purchased that ad via a Web-based auction, marking the first such 'programmatic' ad the network has sold as part of a new initiative announced last month,” the WSJ writes.
“Although it ran rather late at night, this Turbo Tax ad is potentially groundbreaking for the TV business,” the article reads. “Networks have generally been reluctant to adopt the Web-based auctions that are common in online advertising, fearful that it could lead to low prices for what should be premium inventory. There are signs programmatic approaches are slowly starting to gain traction, however, and ESPN wants to get out in front of the wave.”
