Curious about when programmatic ad-buying will be coming to television?
International CES Speaker Michael Kassan (@MKassan) of MediaLink joined Accenture Media, Digital Lab, FORA.tv Services and many others in tweeting about a recent blog post on the Gigaom.com site titled "Programmatic ad-buying is finally coming to television":
In the post, Gigaom Research VP David Card describes the challenges faced by programmatic ad-buying on TV and identifies the following five promising signs for 2015:
- The emergence of "Programmatic Direct"
- ESPN experiments with SportsCenter inventory
- Buyers', sellers' and ad agencies' growing familiarity with programmatic
- New companies offering programmatic tools and services
- Cable and satellite operators who may be poised to use a programmatic approach for the 2 minutes an hour they control via distribution deals
Card concludes by noting that while "programmatic’s real promise for television advertisers is the ability to buy audiences rather than using shows or timeslots as a proxy," one sticking point is that Nielsen, the leading audience measurement firm, has yet to develop an approach to cross-platform audience tracking.
And while we're on the subject...
For more on how programmatic ad-buying is changing the advertising landscape, check out the video below of a panel discussion on the topic of "Programmatic -- Resolving the Puzzles Within" hosted by the Digital Place Based Advertising Association at its recent "Video Everywhere Summit." The panelists at the event included:
- Jay Sears, Sr. VP Market Development, The Rubicon Project
- Eric Fisher, Director of Global Media, GoDaddy
- Carl Fremont, Chief Global Officer, MEC Global
- Rob Griffin, EVP Global Head of Digital, Havas Media
- Jeff Dow, EVP Digital, Data & Analytics, Starcom MediaVest Group
- Julian Zilberbrand, EVP Activation Standards, Insights & Technology, Zenith Optimedia
- Jon Mansell, Director, Marketplace Development, Magna Global
WYSKR at International CES
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