MIAMI – Demand-side platform The Trade Desk is gearing up to execute truly linear programmatic television buys in the coming months as the result of its partnership with WideOrbit.

“Everything in programmatic to date has been just a dress rehearsal for TV,” Meredith Hall, GM of Learning & Development at The Trade Desk, said during an interview at the annual Transformation conference of the American Association of Advertising Agencies. “The opportunity we have right now to actually go in and place true linear TV buys is pretty exciting.”

Since there will be about a one-week delay for programmatic TV orders to be executed, real time buys are still in the future.

“You go in through our DSP and place your ad, then it goes to out to the cable provider and they will either approve or deny it. The ad will run a week later,” Hall says. “It’s still not real time in the background but it’s the first step toward that.”

Last April, The Trade Desk announced its integration with WideOrbit’s WO Programmatic TV online marketplace. Hall says the company will be announcing additional product features later in 2016.

This video was recorded at the 4A’s Transformation conference in Miami. For additional interviews, please visit this page. Beet.TV’s coverage of the 4A’s was sponsored by The Trade Desk.

4A's Transformation 2016 Miami, presented by The Trade Desk