Who needs ratings when you can buy TV impressions? All you need is a defined audience, the ability to deliver an ad wherever a person is viewing and automation to deliver that ad millions of times across multiple channels.
It’s the process by which all advertising will come to be bought and sold like search ads on Google. B&T believe in embracing the inevitable change in the media landscape and the experts at Adweek make an interesting prediction about the evolution of traditional advertising.
Those are the basics of a programmatic vision for television—a vision that doesn’t care which show a viewer is tuned to but only who that viewer is.
Programmatic is eating the media world, and that means television, too. Media buyers, advertisers and tech companies are preparing for a future that’s platform agnostic, that distributes digital video spots across screens whenever a person fires up a smartphone, tablet, connected TV or cable box.
The question “Will TV embrace programmatic?” misses the reality: The medium already embraces it.
Just last week, Clypd launched a software interface for ad buyers to place automated orders for TV ad space. Cox Media, representing local TV providers and Dish Network, among others, is opening inventory to demand-side ad-tech players like Google, Turn and TubeMogul.
Click here for the full Adweek yarn.