Given the supply-side platform prime directive to avoid sales channel conflict at all costs -- and who could blame them -- we need to breach this reach conundrum with the introduction of a tool that would enable a programmatic platform to build a schedule of targeted reach indexes across a multiplicity of specific programs, telecast across a variety of TV networks.
Investigative journalist Charlene Weisler and I thought it would be interesting to allow some of the prominent programmatic TV players to speak for themselves rather than through our vivisection of their value propositions. To accomplish this feat, we invited four companies to participate: data-ists Rentrak and Oracle Data Management Platform, and platforms TubeMogul and Videa.
Madison Avenue "televisionary" Mitch Oscar has quietly begun organizing a cross-section of industry players around another area that's vital to the future of television: programmatic. The initiative, which until this blog post has been operating in stealth, is focused on two disparate approaches to improving TV targeting and efficiency: programmatic and so-called "addressable" TV advertising. While the lines of distinction may seem semantic to some, one of the key objectives of the group being organized by Oscar is to help define the parameters, distinctions and perhaps most importantly, the practical application of the two approaches to improving TV's audience targeting …
With political programmatic advertising on the rise, it's natural to wonder: "How much of a difference does proper targeting actually make?" You'd need quite the attribution platform to figure out just how much of an impact specific advertising has on the actual political races. But something far simpler than cross-channel attribution -- the most tried and true method of figuring out voter sentiment: polling -- might give us an idea.
In a sign of how rapidly the so-called "programmatic TV" marketplace is evolving, one of the medium's most premium suppliers -- AMC Networks -- will begin selling some of its television commercial time programmatically.