On the phone the other day trying to advance a local programmatic TV negotiation, I queried the vendor on whether there was a transactional fee for its service. Some platforms, like Videa, pass the fee onto the TV station or publisher; others, like Comcast's Audience Plus, offer all-inclusive gross packages, e.g., inventory, transactional costs and posting. Understanding and accepting that we were engaging in digital modeling, of course there would be an ad-serving fee. No problem. Gross or net? Silence.
Companies moving toward (or already using) programmatic TV buying should consider the results of a recent study of video advertising demand-side platform (DSP) providers. Forrester Research named Videology, as well as TubeMogul and The Trade Desk, as leaders in its Wave report, an evaluation of video DSPs.
As outdoor ads become more like TV/video, they can likewise use programmatic techniques for ad buying. Sean Hargrave discussed the linking of digital outdoor with programmatic in a recent post for London Blog, reposted here.