Writing in
AdExchanger, Walt Horstman, president of AudienceXpress,
argues that while the flurry of activity around programmatic TV sparked some energy in the TV business, it
has generated questions that must be addressed. "The answer to many of these questions is increased transparency across the programmatic TV landscape." Horstman argues for transparency in TV inventory
and reporting: "Agencies and advertisers should have transparency of the source of TV inventory for their programmatic campaigns and through which channels, either direct or indirect, that inventory
is secured. It is important to know if the campaign is being routed through different intermediaries before reaching the final inventory source, and, if so, what the value provided by each
intermediary is along the way. Further, the more handoffs a campaign requires to reach the final inventory source, the more distorted its reporting may become."
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