LAS VEGAS — So-called “programmatic” TV advertising, in which TV ads would be traded with digital targeting and efficiency, is coming a long way – but still has key challenges to address if it is to reach the heights many hope for, according to one sector exec.
“We’re in a nascent timeframe for programmatic TV. It’s about opening up a legacy business to the effectiveness and efficiencies that come from the world of digital,” says Videology global head of TV strategy Rhys McLachlan.
“There is a huge amount of receptivity from the demand side – ad agencies have woken up to the efficiencies programmatic can bring – though we are somewhat behind the ball as it relates to the datasets, to provide efficient measurement.
“And there is a lot of legacy infrastructure as it relates to the technology the broadcast industry uses to distribute their content. There is a lot of work still to be be done to provide a truly holistic platform for programmatic television. Asia-Pacific will move very quickly – they don’t quite have the same legacy constraints.”
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