Programmatic technology has reinvented the way digital media is targeted, executed and measured in recent years. As a result, advertisers have benefited from better data and more precise targeting.
Poised to optimize both efficiency and value for buyers and sellers, programmatic TV automates the planning, buying and selling of impressions from available television inventory. Rather than relying on ratings for specific shows or channels, digital media players can harness programmatic technology to target a more specific subset of consumers.
Still in its infancy, there is a lot of chatter in the television industry about whether programmatic can prove to be a more sophisticated way to effectively monetize TV ad inventories. In a bid to shed light onto this emerging concept, Interactive digital agency Razorfish recently released its Future of Programmatic TV report, highlighting early predictions of programmatic TV adoption, including:
- What Is Programmatic TV and How Does It Work?
- What Are the Key Opportunities for Programmatic TV?
- What Adoption Hurdles Still Exist?
- Conclusions and Recommendations
Access the full report, here.