The programmatic TV opportunity

Mickey Wilson

TV has been slow to adapt to the benefits of programmatic but it can help provide more efficient and transparent ad campaigns.

Programmatic has grown to become the dominant way to buy digital advertising. According to eMarketer, as much as 83 percent of display ad spending will be traded programmatically by 2019. Its importance is only growing as programmatic platforms take the lion's share of sales activity on closely related formats like mobile and digital video.

The television industry has been slow to adopt programmatic, but that is changing. Local TV broadcasters, which have a far more fragmented inventory pool than national networks, are now offering access through programmatic TV platforms to inventory that was previously too cumbersome to...

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