TV is expected to be the next medium to adopt programmatic ad buying and that will be a boon to broadcasters, says Pivotal Research Group’s Brian Wieser. “There are going to be different advertisers who can make use of TV who otherwise wouldn’t have,” he says. “The ability to apply more data to the buy could make it possible to find new marketers looking to buy in a very different way.”
The automated ad firm chooses former Cox Reps execs Mary Barnas and Archie Gianunzio for their advertising sales, planning and buying experience coupled with deep agency and local television relationships.
The president of Gannett Broadcasting says broadcasters should work together to develop an automated or programmatic system to streamline the selling of their broadcast and digital inventories. “To be relevant to our local and national clients, we have to make it easy for them to buy and activate across platforms.”