COLOGNE — This summer, Gabe Greenberg left his post as general manager of advanced and programmatic television at The Trade Desk to launch a conference about programmatic TV advertising.
Dubbed GABBCON (the Global Audience Based Buying Conference), the new LA-based enterprise is more than an event; Greenberg is also hoping to harmonize some of the many different interpretations about what, exactly, programmatic TV is.
“There’s an absolute lack of standards and common definitions in terms of the space,” he tells Beet.TV in this video interview. “Many of the words like “programmatic TV” that get a lot of word count in the press – five people will give you seven definitions for that term.
“We’ve worked with our partners to develop a group of standards and common definitions with that includes DataXu, TubeMogul, SpotX, OpenX, TiVo Research, Hulu, Yahoo, just to name a few.
“The goal is to work on common terms to avoid the confusion that the market currently enjoys.”
Next up, beyond just terminology, GABBCON is planning to develop some common technical standards for the space. Welcome to the fray!
GABBCON is hosting an industry event on the topic in Los Angeles on November 3.