SAN FRANCISCO — When are we going to see an industry in which a healthy slice of TV advertising is bought using so-called “programmatic” trading techniques?
“For the major networks, it’s going to take a long time to eventually go over to this stock exchange process of being able to use data and being able to select exactly what I want,” says ad tech firm Mediaocean‘s business development VP Fraser Woollard, who says advertising is still about “relationships” and “steak dinners”.
At Beet.TV’s leadership summit on programmatic TV advertising presented with Adap.tv, Nielsen’s global products EVP Amit Seth reckoned: “On TV, it (programmatic) has already begun to seep in.” But he cautioned and clarified: “Linear can never be programmatic, and programmatic will never be linear.”
They were interviewed byAshley J. Swartz, founder and CEO of Furious Minds, for Beet.TV. Please find additional segments from the event here.