Programmatic TV is in its nascent stages, with many buys completed, in progress or on the books for the immediate future. And the ad industry is seemingly fixated on two milestones: 1) the future volume of programmatic ad transactions and 2) the speed of programmatic volume growth.
The wild card for accelerating the rate of programmatic TV adoption is likely to be a pivotal event where at least one set of buy- and sell-side partners becomes aligned on rules of engagement. They will then execute a major deal involving one or more national advertisers that puts the rest of the marketplace in motion. How soon this programmatic tipping point is reached depends on the pace at which agency buyers and TV network sales leaders become knowledgeable of, and comfortable with, automation and rich data entering the transaction process. The outcome must be mutually beneficial in tangible ways.