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B&T > Advertising > Programmatic killed the video star
AdvertisingMedia

Programmatic killed the video star

Staff Writers
Published on: 25th June 2014 at 9:08 AM
Staff Writers
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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.

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.

 

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TAGGED: Cannes Lions, frustrations, TubeMogul
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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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