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Published May 2015

By AdExchanger

"On TV And Video" is a column exploring opportunities and challenges in programmatic TV and video.

Today’s column is written by Rany Ng, Product Management Director, Video and TV advertising, DoubleClick.

I enjoy a good binge-watching session of “Breaking Bad” as much as the next person. But when it comes to television, what really fascinates me is not what's on it, but what's behind it. I have the good fortune of getting to spend a lot of time thinking about the future of television and it's safe to say that there are lots of exciting changes to come.

I predict that the implementation of programmatic TV will happen in three phases. In the first two (largely) digital phases, buyers and sellers will use programmatic technology to transact premium digital video buys and place ads in streaming and video-on-demand TV content across connected and over-the-top devices. The third phase will be the most technically complex where we make programmatic work for linear TV.

The industry will work its way through these phases with incremental improvements, such as applying more data to TV buying, narrowing the gulf between digital and traditional TV measurement and implementing transactional efficiencies. Yet each improvement is just a step on a steep staircase. When we get to the top of those stairs, advertisers will be able to buy all their media, “TV” or video, auction or reservation, across all screens, in the same system. Advertisers will be able to make decisions in a unified fashion leveraging the same data across all media including linear TV and digital video. That isn't incremental, it's monumental.

Read the full article on AdExchanger.


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