Takeways From the Programmatic TV Summit

By Charlene Weisler

“It’s TV but not quite TV anymore,” posited Tim Hanlon, Founder and CEO, Vetere Group. Randi Schatz, VP, Market Leader of Media Entertainment, Future plc, called it, “the most transformational topic in media today with rapidly changing developments offering a myriad of opportunity and challenges to TVs technological future.”

Arguably one of the fastest growing and increasingly morphing movements in media today is in programmatic. From its early years of automatic buying and real time bidding, today’s programmatic has been both humanized and computerized in a way that lends itself to all platforms of media buying and selling. How is the industry handling yet another area of transformative change?

Here are the takeaways from the recent Programmatic TV Summit held in NYC:

  • Programmatic TV is expanding into more areas of television and spending is on a steady rise according to eMarketer, offering opportunities even in linear avails. The whole nature of programmatic has evolved. Will Offeman, Chief Product Officer, WideOrbit, noted that, “now there is programmatic against premium inventory.”

 

  • But legacy systems and protocols are slowing down progress. As Gerard Broussard, Principal, Premeditated Media, pointed out, linear TV currently lacks the technological bones for exact digital-like programmatic and older systems are slowing down the roll-out. But there are industry initiatives likeTIP (Television Interface Practices) that are tackling the obstacles.

 

  • Creative is innovating so as to take advantage of the flexibility of formats, messaging and pod lengths that are enabled by the various device platforms. Xandr has “a brand new user interface with a suite of products to expand creative formats and a powerful optimization engine with a new user interface that can activate on these different formats,” according to Lindsey Van Kirk, Vice President of Product Management.

 

  • Consumer opportunities are expanding. Technological innovations like driverless cars (where consumers will have uninterrupted travel time, ripe for messaging) and smart products (like dog collars that indicate when to feed and when to walk the dog) are creating new advertising opportunities coupled with new data streams.

 

  • Technology is streamlining and improving the business. Joan Fitzgerald, SVP Advanced TV Global Partnerships, PremiumMedia360, explained that A.I. is enabling clients to, “figure out media in advance along with stewardship, reconciliation and payments.” Adam Lowy, Chief Commercial Officer, Telaria, noted that “There is traction. In OTT the supply is growing and more facets of the inventory is being realized. More people experimenting with programmatic to target smarter.” Programmatic, according to Lowy, “is more of a core part of businesses.”

Related Stories

07/30/21: Sweet news for Netflix drama

Sweet news for Netflix drama

    Friday July 30, 2021 Today’s Premieres Amazon: The Pursuit of Love Apple TV+: Watch the Sound with Mark Ronson The CW: Burden of Proof at 8p Discovery: Dino Hunters at 9p discovery+: Zoe Bakes HBO: Back on the Record with Bob Costas at 11p HGTV: One Week to Sell at 9p Nat Geo, […]

07/29/21: NBC to air the “People’s Choice Awards” for the first time

NBC to air the "People's Choice Awards" for the first time

    Thursday July 29, 2021 Today’s Premieres HBO Max: Jellystone!, FBOY Island Netflix: Transformers: War for Cybertron: Kingdom Paramount+: Behind the Music Peacock: Dr. Death: The Undoctored Story Sundance Now/Acorn: The Wine Show Today’s Finale Paramount+: Why Women Kill IN THE NEWS Crown Media Family Networks is expanding the Hallmark “Mahogany” card brand, starting […]

07/29/21: Evil Geniuses landed a new partner and investor

Evil Genuises take another territory

    Thursday July 29, 2021 Good morning! This is your weekly Esports Brief. Evil Geniuses announced a partnership and investment with Wolverhampton Wanderers FC, a founding member of the English Football League. In conjunction with the partnership, Fosun, which acquired Wolves in 2016, agreed to a minority investment in Evil Geniuses, valuing the team […]

07/28/21: Cynopsis Jobs

Clads high five

  SALES ASSISTANT UPtv NYC, NY Maintain agency accounts including upfront and scatter order entry, inventory moves, and product allocations and Electronic Data Interchange, flowcharts, change notices, handling program changes, booking billboards for marketing sponsorships. (B.A.) in Communication or equivalent; Prior internship experience in sales and/or media industry a plus. Full info

CynCity

Cynsiders