So much for all the hype around programmatic TV.
The Wall Street Journal reports that advertisers are still buying most TV ads using traditional methods vs. programmatic means. "Basically,
very few TV ads were bought and sold using any of the more digital advertising-like tactics the TV business has gradually been trying to adopt. Most of the big upfront ad deals this year were done the
old fashioned way—with people negotiating prices and ad schedules with other people, using classic broad targeting parameters such as adults between the ages of 18 and 49. Buyers and sellers say
this was largely driven by a robust ad market, which meant there wasn’t much of an incentive to change the way things are typically done. Plus, the infrastructure needed to make more of these
programmatic ad campaigns possible still has a way to go. TV advertising remains a very manual, analogue business," according to the
Journal report.
Read the whole story at Wall Street Journal »
