The prospect of programmatic ad buying for TV inventory is a heady one -- and now Mediaocean and Videology, two companies that help publishers sell online video ads, have partnered to help ad buyers
evaluate TV and Web video ads in a single software interface via Mediaocean's Spectra, according to the
Wall Street Journal. Spectra is used by TV ad buyers to help them plan where to
allocate clients' budgets. The hope is that helping influential TV buyers weigh TV ad inventory against Web video could help accelerate a shift in ad dollars to the Web. "For example, instead of
looking at ratings for Comedy Central in one report, and video view numbers for the YouTube network Machinima in another report, now ad buyers could theoretically evaluate these two companies’
ad potential in a single screen."
Read the whole story at Wall Street Journal »
