SEVILLE — Dozens of ad-tech vendors are gathering around the $70bn+ US TV advertising industry like bees to a honey pot, hoping to enable even a tiny fraction of those ad buys on TV’s journey to a promised programmatic future.
But we’re not there yet. That’s why, when Tim Sims imagines the spectrum of things people mean when they say “programmatic TV”, he’s living in the here and now.
“Some of the more exciting things in the near-term on programmatic television are on the left (OTT) side of that spectrum,” The Trade Desk‘s inventory partnerships VP tells Beet.TV in this video interview.
“On the linear end of the spectrum, programmatic may even be the wrong word to describe what we’re doing.
“In the OTT and streaming space, it’s much more similar to what we do today. More and more people are starting to migrate toward that method of consuming content. “
The Trade Desk is abuy-side vendor of data management platform and other tools. After display and video, Sims sees audio, native ads and, soon, out-of-home ads also benefitting from programmatic ad-buying automation.
This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis. Please visit this page for more videos from Seville.