The Pearl group of nine station groups and others are working with TVB to create guidelines and best practices for programmatic selling of spot advertising. They are encouraging feedback from broadcasters. “These guidelines are meant for the industry to be able to continue to … improve them,” says Pearl Managing Director Anne Schelle.
One way programmatic selling platforms may benefit broadcasters is by giving them a means a targeting certain audiences for advertising, says Seth Haberman of Visible World at TVB. “That kind of targeting, I believe is valuable, and will become more and more of the television ecosystem.”
Among other things, use of programmatic selling will give broadcasters another selling point — the ability to better target certain groups of viewers, according to experts at the TVB conference. “That kind of targeting, I believe is valuable, and will become more and more of the television ecosystem,” says Seth Haberman of Visible World, a sell-side programmatic platform provider.