The Programmatic Primer: Web ad technology will soon reshape TV advertising

This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a PDF version.

Dave MorganIt is inevitable that we will soon see a convergence between the disruptive, data and technology driven world of digital advertising and the massive, staid, steady-as-she-goes world of TV advertising. The explosion of digital advertising over the past 15 years has shown advertisers what is possible: direct marketing within media environments; advertising targeted to people according to their behaviors, not just to content; media campaigns accountable at the impression level; automated buying, selling and negotiation; dynamic, real-time creative delivery. The list goes on.