While some broadcast and cable networks continue to be leery of addressable television, others view it as a logical gateway to "full-blown" programmatic television.
Agencies seem apprehensive to test the programmatic TV space just yet, according to Strata's latest forecast, but a considerably more positive picture came through during a BIA/Kelsey Webinar on its status in the local television marketplace last month.
Feeling that the industry had been moving at "a glacial pace" on PTV standards, The Global Audience Based Buying Conference (GABBCON) has released a glossary to help standardize industry vocabulary and, now, the first automated linear broadcast cross-device standard (ABCDS)
How far has programmatic TV come, how far is it going, and how fast? That seems to depend to a large extent on who's doing the assessing.