Local Programmatic TV: All of National’s Challenges …

With national programmatic television still in the nascent stage, it’s not surprising that significant adoption of local PTV — which shares all of national’s challenges plus some of its own — is also expected to take several years.A BIA/Kelsey report released this week — its second on this topic this year — forecasts that local[…]

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[…]

ANA Study Finds Marketers Taking Programmatic In-House: Cites Transparency, Fraud 

With programmatic buying gaining huge traction in the marketplace over the past two years, many marketers are taking the practice in house because of concerns about transparency and fraud, according to a new study from the Association of National Advertisers and Forrester. The survey found that the number of marketers using programmatic ad buying has exploded[…]

Why 2016 will be a year of breakups in programmatic

In the programmatic space, 2014 can be summed up as a year of snap decisions and bad relationships. There was a considerable amount of hot air and publishers, agencies and advertisers, to varying degrees, reacted to it in the heat of the moment. But 18 months later, I believe we will see a number of[…]

Dish Deploys Programmatic Linear TV Platform, Enables RTB For Addressable TV Ads

Satellite TV operator DISH this morning said it is rolling out a programmatic media-buying platform that will enable advertisers and agencies to target and serve ads on an “impression-by-impression”level to linear TV viewers. Source: Dish Deploys Programmatic Linear TV Platform, Enables RTB For Addressable TV Ads 10/26/2015

Programmatic Ad Spend Will Reach $37 Billion By 2019 09/29/2015

According to Magna Global’s just issued report, programmatic ad spend will account for about a third of display and video expenditures this year — or about $14.2 billion, up 49% compared to 2014. Source: Magna Global: Programmatic Ad Spend Will Reach $37 Billion By 2019 09/29/2015