What do agency and media executives expect to happen in regard to so-called programmatic or advanced television deals during this year's television upfronts? We have some answers.
John Collins, managing director of broadcast and iTV at Media Storm, lays out the challenges he feels will need to be overcome in order for buyers and sellers to realize addressable's potential.
The questions are: How long will it take for metrics generated by solutions encompassing all of the key platforms to be available, and what solution or solutions will come to be most widely adopted?
Previous columns have presented the benefits and limitations of addressable. It's time to turn some attention toward connected and OTT.