How Online Ad Exchanges Are Making Inroads Against TV networks

How Online Ad Exchanges Are Making Inroads Against TV networks

NEW YORK (TheStreet) — Media buyers are increasingly using sophisticated digital platforms to place advertising online, and as they become more comfortable using new technologies, they’re pushing to apply similar systems to the largest and most expensive part of the industry: broadcast television.

Initially dismissed by much of the advertising industry as impersonal and unable to deliver quality placement, programmatic advertising platforms are designed to cut through the seemingly unlimited expanses of the Internet, matching ‘buy’ and ‘sell’ orders for video ads much like stock exchanges act as a matchmaker for equities. Besides being efficient, automated ad campaigns require a quarter of the time and personnel expenses of traditional buying, lowering costs for agencies and brands. Read more…

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