Up top is the first line of Shirley Ellis' lyrics for the popular, late-1964 classic, "The Name Game." A stanza or two into the song, she proceeds to explain her process -- the rules -- of naming:
One of the impediments to the acceptance of TV programmatic platforms by the ensconced TV buying community is the concern over whether there will ever be sufficient "quality" inventory -- a.k.a. broadcast and cable network programs in traditionally valued dayparts -- available for the wonders of a transparency-automated, workflow-efficiencied, and third- and first-partied, mixologized-data platform that propels the TV planning and purchasing process into the digital epoch. There's precedent, with myriad examples of broadcasters and cablers swapping their most valued video inventory with outside sales entities for cash or the promise thereof.
With each week, it seems that more TV networks and media agencies are embracing the future of programmatic TV. The benefits for TV advertising are simple and straightforward: Automation and audience data benefit all the players in the ecosystem. But now the question on many minds is coming up with greater frequency, often in a hushed aside, "Is this all really a job killer?" The answer is "No." Programmatic TV will not kill jobs. In fact, just the opposite is true. Programmatic will create jobs in TV advertising.