The lean-back medium is finally leaning into
programmatic. It’s been a progression, of course, but it’s gaining momentum. Note a couple of big developments today, especially DISH’s launch of a programmatic media-buying platform
that will enable advertisers, agencies and trading desks to buy individual household impressions via real-time bidding (see story below).
In a related story, TiVo is making its digital
set-top ratings available free-of-charge via an open platform -- freeratings.tv -- which while not programmatic per se, is a step in that direction, giving
traders access to a rich supply of TV ratings data.
These developments follow big recent strides in programmatic TV, including big pushes by TubeMogul, AOL’s Adap.tv,
AudiencExpress, NBC Universal, ESPN, Simulmedia and others to create some structure around the burgeoning marketplace.
The recent deal between AMC Networks and WideOrbit to enable its high-value
inventory to be traded programmatically also suggest that it’s moving largely in the premium direction. That, plus some significant pushes by the demand-side, including
Xaxis and
US International Media, suggest we are in more of a lean-forward mode, even if the
audiences they are targeting are still leaning back on their couches.