The buying and selling of linear TV advertising hasn’t changed in decades – until now.
Unlike the real-time, impression-based transaction that defines digital advertising, the traditional television media buy is impacted by technological limitations and disparity in sales strategies. These impose that decisions be made well in advance on broad-based demographic targets such as age and gender. Ratings are researched and ads scheduled, but the process is labor intensive and doesn’t accurately show available inventory and its audience. The growth of programmatic TV is addressing some of these challenges, giving the parties informative and actionable data sets and varying levels of workflow automation.
TV inventory owners are right to be reticent to embrace programmatic advertising. They witnessed first-hand the downward price pressures that on-line publishers experienced with programmatic buying. […]