The Promise of Programmatic TV: Workflow Automation Drives Efficiencies
With programmatic TV, private exchanges will drive opportunities. Operators leveraging private exchanges are likely to make early inroads and achieve success as they are applied to the traditional TV ecosystem. Scarce premium inventory can still be offered to a group of select buyers, but programmatic data will allow both sides to more efficiently transact and fulfill each deal and to gather more data on the ads being served.