Yes, Programmatic TV is definitely it its infancy, but it’s not going to take long for the model to mature. That seems to be the consensus from experts at MediaPost’s Programmatic Insider Summit, on Tuesday.
Don’t think of it like the gestation period required for humans to grow up, said Rex Briggs, Founder and CEO of Marketing Evolution. Rather, programmatic TV is maturing at a rate closer to that of an animal in the wild -- specifically, in the hills of Tahoe, where the Summit is being held.
Regardless, “Things are moving slower than we would like,” said Bruce Kiernan, Managing Partner of Performance Marketing at MEC.