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Could Programmatic TV Buying be the next big thing?
Have you heard about Programmatic TV?
Programmatic buying has taken over nearly every aspect of digital advertising from desktop to mobile to social, but the process for buying traditional television advertising is largely unchanged from what it was fifty years ago. However, it finally looks like programmatic is about to make some headway into the TV buying process as well.
What is Programmatic TV?
Programmatic TV brings automation and audience-based data to television buying, which is currently bought and sold manually using television-ratings as the buying standard. With programmatic, TV buyers will be able to target beyond age and demo rating scales and apply more granular audience-targeting as we currently do with digital now.
Where are things now?
The industry has been buzzing about where programmatic TV is going, with publications like AdAge, MediaPost and AdWeek weighing in on speculation and progress. There is still a very long way to go for TV buying to be fully programmatic, but publishers and vendors have been doing some limited testing and laying the groundwork for how things might work moving forward.
And even though we are a long way off from fully-realized programmatic TV buying, things in programmatic tend to move at lightning speed, so it may be here before you know it!
