TV Gets with the Programmatic

TV is headed toward a uniquely programmatic future. Maximizing its value will require combining inventory and data in an environment of trust

By Matt Collins

Most descriptions of programmatic TV imply that it’s merely following a digital advertising programmatic blueprint, but that’s misleading. In fact, TV’s version of programmatic advertising differs from digital media in many ways — but none more so than the relationship between supply and demand of advertising inventory.