Programmatic's future? Not using the word "programmatic"

Programmatic media has a future -- but the actual word made not be around.

Speaking at the OMMA Art & Science, Tim Bagwell, vp of Ad Labs for Xaxis says: “I think the term of programmatic will disappear. It’s kind of like someone who might say ‘I bought retail online.’ Well, Welcome to the 90s.”

Colette Dill-Lerner, executive vp of demand generation for The DuMont Project, believes a lot of programmatic issues will revolve “sight, sound and motion... in what video means.” She says this is especially true because o kids now watching much TV and video on mobile devices.

Eran Goren, president of US Interactive, says: “We are still three to five years out for [significant] programmatic TV and addressable TV.” Goren says all this will be helped when media companies and clients begin to co-share data.

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