Why the traditional TV buyer will never use programmatic TV

Why the traditional TV buyer will never use programmatic TV

MediaPost

With everyone predicting the rise of programmatic TV, the current challenge is to get established TV buyers with big budgets to start buying on the programmatic TV platforms.

As Terry Kawaja from Luma Partners points out, the traditional TV buyer is 55 years old and has planned his TV buy ever since he started his career 30 years ago, based on demos and gross rating points.

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