So-called “programmatic” ad-trading techniques may be more commonly associated with fast-moving, low-tier ad slots than with premium TV slots that are fought over months in advance – but the former can serve the latter, too, says an ad exec.
“In the TV world, there is a very different supply and demand dynamic,” Comcast Cable’s advanced advertising VP Rob Holmes tells Beet.TV in this video interview.
“If you think of how programmatic might work in that environment, it’s not going to be real-time bidded, it’s not going to be a last-minute exchange-type opportunity – I think you’re going to see the more structured sort of ‘programmatic upfront’…
“An opportunity to conduct an upfront using programmatic and data-enabled capabilities, so the advertisers get to bring their data and get to buy that inventory in the way they’re used to for digital, but in a way that their programmers are comfortable with.”
Advertisers typically conduct “upfronts” during which they showcase their upcoming advertising opportunities, booked months in advance. AOL has already announced a “programmatic upfront“.
Comcast-owned ad tech platform FreeWheel last month welcomed Discovery Communications amongst the broadcasters to sell ads programmatically through its FourFronts program, an extension of its private marketplace.