Programmatic killed the video star

Programmatic killed the video star

This story was originally published by

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.


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.


Please login with linkedin to comment

Cannes Lions frustrations TubeMogul

Latest News

Sky News Australia Nabs Ross Greenwood As Business Weekend Anchor
  • Media

Sky News Australia Nabs Ross Greenwood As Business Weekend Anchor

Australian business and finance expert Ross Greenwood has signed exclusively with Sky News Australia as business editor and anchor of Business Weekend. With more than 40 years’ experience covering business news in Australia and around the world, Greenwood brings expertise to the role of Sky News business editor where he will lead the network’s business […]