SAN FRANCISCO — Programmatic ad trading techniques could eliminate costs and cut time by bringing ad buying in to the digital 21st century, says one ad tech vendor.

“The way that TV is bought has been the same way since the Mad Men days – I pick up the phone, I do a deal,” says Mediaocean business development VP Fraser Woollard. “There are still too-high costs involved  in managing this. With programmatic buying, with trading desks, the industry is going to change.

“Every agency has custom data sources… using that and still making sure the overall process occurs is still a challenge today. A lot of it lives in Excel. We still have people at agencies faxing orders across – that has to change. There is a real opportunity to drive the costs down.”

Mediaocean helps agencies use disparate collections of data in ad planning and buying.

We interviewed Woollard at the Beet.TV leadership summit on programmatic TV advertising presented with Adap.TV. You can find more clips from the event here.

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