• Beet.TV, Tuesday, April 26, 2016 7:05 AM

True cross-platform digital video advertising deals can emerge only when agencies change the way they now plan and buy content for their clients, according to Bloomberg Media’s David Bickford. “If you buy a spot on TV you are trafficking that spot,” Bickford says in a recent interview with Beet.TV. “But a digital video purchase is out of a completely different team and frequently out of a different agency who may not even talk to the TV buying team. The way the buying process occurs has to change in order for a true cross-platform video deal to get in place," Bickford said. In order for TV to be truly programmatic, the TV networks would have to less protective of their assets and come together to "figure out how we’re going to position video going forward. Not what we own but how as industry we move forward in order to sell the content,” he said.

Read the whole story at Beet.TV »