Programmatic, real-time and talent: What we learned at Advertising Week

Programmatic, real-time and talent: What we learned at Advertising Week

The folks on the forefront of programmatic don’t expect automated media buying to become the norm for most linear television inventory any time soon, even as buyers and sellers familiarize themselves with programmatic tactics. Joseph Abruzzo, evp and chief exploration officer at Havas, thinks around 3 percent of TV inventory will be sold programmatically next year, compared to less than 1 percent this year. (That’s still hundreds of millions of dollars, he was sure to note.)

Kris Magel, chief investment officer at Initiative U.S., thinks “a reasonable number is definitely below 5 percent.”

What’s holding programmatic TV back, they said, is a lack of trusted data that brands, agencies and media partners can all access. Read more…

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