Offline media and programmatic advertising

This article explains the pros and cons of programmatic TV (PTV), and how it differs from other programmatic media including addressable TV, streaming, video-on-demand and digital out-of-home.

Programmatic media buying and advertising uses a computer program to buy and sell advertising space, in real-time. Decisions are made based on algorithms and software is used to automate the buying, placement, and optimization of media inventory via a bidding system. Traditional media buying methods involve people making the decisions and producing insertion orders.

There are manual processes at several junctures in the workflow for ad placement on offline media. Only online advertising can be end-to-end programmatic today, handling planning, decisions, payment, reconciliation, and reporting all by real time mechanisms.

Programmatic TV (PTV)

What is it?

Programmatic TV today is...

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