• by Tobi Elkin , January 6, 2016

The Television Bureau of Advertising (TVB), the trade group that represents local TV broadcasters, in partnership with a Pearl-TV-led working group, has issued guidelines for programmatic TV, its first pass on the topic.

The TVB is offering open access to version 1.0 of "Broadcast Linear Television Programmatic Guidelines and Best Practices," designed for the successful implementation of programmatic buying and selling of broadcast linear TV advertising.

“These guidelines will be maintained as an open and collaborative effort between broadcasters, advertising agencies, rep firms, aggregators and platform providers,” said TVB President and CEO Steve Lanzano in a release Wednesday. “This document is expected to continue to evolve through successive updates, and is open to input from all companies and individuals who wish to contribute.”

The effort involves many local broadcast TV entities. The Pearl TV-led task force includes Cox Media Group, E.W. Scripps, Graham Media, Hearst Television, Media General, Meredith Local Media, Raycom Media, Schurz Communications and TEGNA.

In addition, broadcast industry representatives from Cox Reps, Fox Television Stations, Katz Television and Tribune Media collaborated with TVB in establishing the guidelines.

TVB members include TV broadcast groups, advertising sales reps, syndicators, international broadcasters, associate members and nearly 700 individual television stations.