One of the biggest opportunities with programmatic lies in using it as a starting point to bring targeting and data efficiency to all channels, including TV, says Amanda Richman, President, Investment and Activation, Starcom USA in an interview with Beet.TV.

“Some see programmatic as real-time bidding and some see it as the opportunity around automation and the path to addressability…As we look at how to apply programmatic, it moves beyond digital buying and it’s how about how do we as agency embrace data and take those insights across all platforms to influence strategies,” she says. At this year’s upfront, networks began warming up to the notion of private marketplaces for online video, given the benefits of demand and yield management, she says.

This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series which will published over the next 30 days.

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