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How To Make Programmatic TV Grow Faster

In a column in AdExchanger, Operative CEO Lorne Brown argues that the promise of programmatic TV which allows advertisers to buy "what they want and allows media companies to sell what they have more quickly and seamlessly," won't be fulfilled unless the process is simplified. He calls out SpotXchange which lists eight different video delivery formats that each has their own terminology, metrics, data and technology as an example of how hard it is for traditional TV buyers to navigate the field. Brown argues: "Programmatic TV suffers from the same issue of almost every other feature of the ad tech ecosystem: It’s too complicated, which hurts its reputation that it should actually streamline activity. But unlike many other established channels, it’s early enough with programmatic TV that we can actually do something about it. And we must."

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