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.

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