Sluggish Programmatic TV Could Finally Pick Up Steam

摘要

PROGRAMMATIC AD BUYING was prophesied to take strong root in industry last year, just as it had overtaken digital advertising. While such automated buying is still growing, it has not exactly taken the TV industry as much by storm as it has led to isolated showers across agencies and TV networks. Still, the recent merger of video distributors who see advanced advertising as a business opportunity could boost the sluggish growth of programmatic TV. "What we're looking at is continued increased scale," said Luke Stillman,VP of Digital Intelligence at media agency Magna, pointing to such combinations as AT&T's U-verseTV with DirecTV and Charter Communications' acquisition of Time Warner Cable and Bright House Networks. "A big stumbling block for addressable television to this point has been scale of the audience."