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International Media's Livingston, VMM's Caruso On Programmatic TV

Multichannel News has posted a Q&A on programmatic with Doug Livingston, president and COO, U.S. International Media; and Jim Caruso, vice president, product strategy, Varick Media Management.

The conversation focused on programmatic TV, namely why agencies and trading desks are moving into the space and what hurdles they currently face.

“It’s going to be a crawl, walk, run as the technology is developed and advertisers, technology providers and distributors work through implementation and organizational challenges,” said Livingston, regarding the growing programmatic TV space. “This is very similar to how digital programmatic buying evolved into the level of sophistication we have today.”

Caruso’s advise to advertisers thinking about moving into the programmatic TV space: “Just like any new technology adoption curve, there’s a combination of continuous learning and education that needs to take place in order to figure out how to best maximize results given the current market constraints – no real-time auctions, lack of 1:1 addressable inventory, no cookies, etc.”

Read the whole story at Multichannel News »

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