Programmatic & Automated TV Industry News

A new study by Adobe found that programmatic TV is growing, and 38% of the advertising decision makers in the U.S. plan to increase their programmatic TV budget.
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Sinclair Broadcast Group is looking to establish an advertising co-op of TV station groups, aggregating inventory and selling it using programmatic ad technology developed by Visible World.
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After an election-season squeeze, programmatic TV execs expect budgets will allow the accessing of more national linear TV inventory in 2017 as budgets for data-driven campaigns increase.
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The problems with programmatic are well-covered and greatly ignored. Reported growth in spending continues to fan the frenzy, while sweeping significant problems under the rug, such as the non-human traffic.
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There’s little doubt that TV stations will need to offer programmatic media buying options to advertisers. Analysis by e-Marker predicts automated platforms will be used to purchase $710 million in TV advertising this year, a three-fold jump over last year.
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Programmatic TV adoption is on the horizon, with multiple firms investing in real-time TV-buying capabilities. The prospects for stronger adoption rose with news of the AT&T and Time Warner merger, and will continue as more users move toward OTT TV.
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Interpublic Mediabrands’ Magna Global unit continues to see most of programmatic growth coming from the open RTB marketplace, not from other “non-RTB programmatic” forms of trading, including private marketplace deals that many big agencies have been touting as the trend in programmatic trading.
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At the TVB Forward Conference last week, Videa, which is backed by Cox Media Group, launched a supply side platform (SSP), which will enable local TV broadcasters to make inventory available programmatically.
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The TV ad business is “at long last” beginning to see some of the change that’s been anticipated for so long. But calling those changes “programmatic” is, at least at this stage, far off the mark, says Jim Nail, principal analyst at Forrester.
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Extreme Reach, an enterprise cloud platform company that aids workflows for TV and video ads, announced a partnership with programmatic TV ad platform AdMore.
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