SAN FRANCISCO — As TV reaches into the programmatic landscape, it will face challenges in areas like inventory, but opportunities in delivery and decisioning, says David Algranti, Senior VP TV Product Integration at measurement firm Rentrak during an interview with Beet.TV. Rentrak works with a number of networks and agencies that are licensing its data to inform programmatic buying for TV. In addition, companies like Adap.TV have enabled programmatic business models on TV, he points out.
TV has finite inventory, which works well in the TV buying world, but is more challenging in programmatic. “The big benefit of programmatic buying for marketers is they can leverage intelligence and decisioning systems that didn’t exist before with TV consumption and the ability to place TV ads in a more systematic manner,” he says. The net effect of weaving programmatic buying into TV should be more efficiencies for the same cost. “Ten years ago neither the information nor the decisioning systems existed to do something like programmatic TV. It’s the simultaneous convergence of the information and the ability to deliver the ads, which is aided by the fragmentation of TV, that provides an opportunity for the brand owners to have more efficient TV than in the past.”
We interviewed Algranti at the Beet.TV leadership summit on programmatic TV advertising presented with Adap.TV. You can find more clips from the event here.