What’s Programmatic TV’s Acceptance Level In Agencies?

As the television upfronts approach, big players continue to roll out new initiatives.The latest is Fox Networks Groups’ announcement that, like NBCUniversal and other majors, it’s dipping into programmatic. Fox is starting by making national cable inventory available through a private exchange to enhance buying automation; enabling targeting with audience data beyond age and gender[…]

Targeting Is a Key Driver of Programmatic TV 

Two fundamental elements define programmatic TV buying: high-scale automation of transactions that follow buyer-seller specifications; and the capacity for data-driven, audience-based buying using third-party data. The marketplace is indicating that targeting is the core driver for programmatic TV activity, much like addressable TV, where data enrichment enables more precise targeting, as explored in a new[…]