eMarketer has just released a comprehensive set of reports on the state of programmatic advertising across several channels – including display, mobile, video, native, and television. The TV report is entitled “Programmatic TV Advertising: Bringing Data-Driven Audience Buying to the First Screen.” In the report,eMarketer analyst Lauren Fisher discusses the current programmatic TV ad market and the adoption and rollout across addressable and linear TV.

clypd co-founder and CEO Joshua Summers is quoted in the report discussing the importance of secondary audience metrics.

“We saw this as a new way of buying TV in the upfront this year,” Summers said. “A lot of our media partner owners are talking about these advanced data sets and asking us to operationalize that as part of the upfront sale, which is very exciting. There’s no reason why that’s not a natural evolution of the conversations that happen in the upfronts.”

eMarketer customers can read the full report at www.emarketer.com