FORT LAUDERDALE — Companies in the TV advertising business don’t need to adopt all of the so-called “programmatic” technologies vendors tout to benefit from some of their key efficiencies, says one such vendor in the chain.
“You don’t have to have complete automation, dynamic ad insertion,” Adap,tv programmatic SVP Dan Ackerman tells Beet.TV in this panel interview. Adap.tv is a unit o AOL Inc.
“If you can improve the accuracy of targeting and the accountability a year in advance, that’s a huge move …even a week… You don’t need have to have these biddable environments and real-time (ad) insertion.
TV just doesn’t operate that way and it doesn’t need to. If you found 10% more accuracy and 10% efficiency on a $70bn business, the value for everybody in the ecosystem is huge.”
Ackerman was interviewed at Beet.TV’s annual executive retreat by Furious Corp founder and CEO Ashley J. Swartz.