In Nascent Programmatic TV And Video Market, Beware Of Faulty Transaction Models
“On TV and Video” is an AdExchager column exploring opportunities and challenges in programmatic TV and video.
September 21, 2015 by Jon Heller, Co-Founder and Co-CEO, FreeWheel
“Ask five people to define programmatic and you’ll get seven different answers. Some answers make sense for display, some make sense for the premium video ecosystem and some only make sense for ad tech vendors looking for liquidity.
In its most distilled form – automation + data – programmatic helps programmers increase the worth of undervalued inventory and improve revenue predictability. It also enables agencies to reduce delivery and scarcity risk by locking in the most premium ad inventory in advance on a guaranteed basis. This is the bright side of programmatic.
Unfortunately, myriad misconceptions about programmatic TV and display legacy associations with the word are stalling the technology’s true potential. One of the most troublesome is the belief that RTB will be the primary transaction model for how linear TV is traded in the future.”
Read the full story at AdExchanger.