FORT LAUDERDALE — DISH recently began selling ads on specific set-top boxes programmatically – but that doesn’t mean programmatic ad trading and household addressability are the same thing.

“To us, addressable and programmatic are two distinct words,” according to DISH media sales VP Adam Gaynor. “Addressable can be programmatic, but it doesn’t have to be, and programmatic is not addressable.

“To us, addressable gives us the opportunity to deliver specific messages to specific households. Plain and simple. What programmatic does is add a level of automation to that process.”

Gaynor says TV ad buyers used to request targeting of broad-brush customer demographics but are now beginning to get a lot more specific.


This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.

You can find more videos from the Beet Retreat on this page.