VIEQUES, PR — Traditional linear TV may not be internet-connected, but that doesn’t mean so-called “programmatic technology” cannot be used to better target TV ad buys all the same.
Over the last year, Videology, a company providing software for addressable advertising across TV and video, saw a 840% increase in the number of linear TV impressions available to be bought and sold programmatically.
The figures are found in Videology’s latest At-A-Glance report on the US TV and video market.
And Videology strategic partnerships GM Tony Yi says a collaborative approach between suppliers and clients in the industry is vital if the segment is to continue growing.
“Because each type of client comes with challenges, we’ve had to learn with them,” Yi tells Beet.TV in this video interview. “Collaboration is really critical to that.
“We’re very concerned about integrating with the right players. Collaboration is extremely important – not only between players in the ecosystem, but also ad-tech players within the ecosystem.”
Videology data saw that a quarter of TV ad campaigns used brands’ own, first-party data to better target where their buys should be made.
This interview was conducted by Furious Corp CEO Ashley J. Swartz.