Commentary

Programmatic TV: An Idiom's Delight

by Mitch Oscar , Op-Ed Contributor, February 27, 2015

The phrase “________ is the new black” originated in the fashion world. Los Angeles Times? The New York Times? Maybe late ‘70’s? Early ‘80s?

A phraseological construction that suggests something is other than itself but coupled with the latter, provides clarity and credence, and ultimately, pervasiveacceptability.

Citings:

Quiet is the New Loud.

Colors are the New Neutrals.

Different is the New Normal.

Night is the New Day.

Awake is the New Sleep.

Together is the New Alone.

Orange is the New Black -- a recent Netflixian contribution.

Concern: Programmatic TV -- an automated, datafied, burgeoning TV commercial inventory acquisition, planning, sell-side, buy-side phantasmagoric platform -- continues to be promulgated as:

Opaque is the New Transparency.

programmatic, tv

3 comments about "Programmatic TV: An Idiom's Delight".

Check to receive email when comments are posted.

Henry Blaufox from Dragon360, February 27, 2015 at 11:54 a.m.
I must respectfully disagree with the author. To the extent more detailed, "granular" audience data becomes available, and audience can be narrowly segmented and targeted, programmatic's contribution to TV media buying (cable and ultimately over the air broadcast) won't be opaque. It will be more transparent than what we have now. Let's not misconstrue programmatic here - it isn't the same as RTB, which is actually a subset of programmatic.
Reply

Benny Radjasa from Armonix Digital, Inc., February 27, 2015 at 12:20 p.m.

Mitch, I am not quite sure how the trade rules are being set up in programmatic TV, but I can tell you that in programmatic display media it can be 100% transparent or "Opaque". The choice is up to you on how you set up your trades.

Lubin Bisson from Qzedia Media Inc, February 27, 2015 at 2:41 p.m.

You were on the mark last October with your "four hundred different words for snow” vs Programmatic TV, Mitch. This time around, I agree with Benny and Henry....