TVN'S FRONT OFFICE BY MARY COLLINS
Get On The Programmatic Bandwagon Now
Adopting programmatic solutions doesn’t mean that stations should abandon processes that are successful in selling their most valuable inventory. Instead, consider making some of the station’s inventory available via programmatic. Think of it as another tool for establishing relationships with new advertisers. Local advertisers who are only buying on a station’s online and mobile platforms should be good candidates for buying the parts of on-air inventory that could be sold through automated solutions.