SAN FRANCISCO — Programmatic buying has great potential to bridge technology between TV and digital buying systems, says David Miller, VP Product Management at INVISION, a multi-platform ad sales provider during an interview with Beet.TV. “When you compare the ease of buying TV to digital we hear a lot that TV is easier, but TV has a big head start and digital needs to catch up a little, but the digital technology firms have been at the forefront of having open APIs and exchanging information,” he says.
TV systems might benefit from that sort of openness under the hood. “We see an opportunity for TV technology providers to allow the agency systems to talk to the seller systems to improve workflow efficiency and data exchange,” he says, adding that new metrics from set-top box sources and purchase data can help digital and TV learn from each other.
Programmatic buying will continue to fuel operational efficiency, he says. “Programmatic lets media suppliers extend their sales force beyond direct sales. This could be programmatic direct through workflow automation or private exchange and it could extend into open exchanges where inventory is combined across multiple sellers working together in an interconnected exchange.”
INVISION recently began powering ad sales operations for music network Revolt TV.
We interviewed Miller at the Beet.TV leadership summit on programmatic TV advertising presented with Adap.TV. You can find more clips from the event here.