programmatic

Programmatic has become a small but growing part of national TV buying. NBCUniversal rolled out programmatic capabilities across all of its networks earlier this year, and other networks have experimented with it. But programmatic has been slower to come to local TV. BIA/Kelsey’s Rick Ducey talks about why the process can’t be rushed, how important buyer-seller cooperation will be, and what the impact could be on CPMs.

Programmatic TV spending will be more than double what it was a year ago — but will continue to represent a tiny portion of overall spending for the next few years. Estimates are that programmatic TV — automated TV advertising software spending of live TV on cable, satellite, telco platforms — will grow 127.8% to $710 million this year, according to eMarketer.

Two of Canada’s top media companies partner to launch automated TV audience buying in that country..

The edge has long belonged to sellers in the buyer-seller relationship. Automated exchanges, by offering a clearer picture of demand, shift it to buyers. Harmelin Media’s Brad Bernard talks about the balance of power in negotiations, why TV stations have been slow to embrace programmatic, and why automated buying will never entirely replace in-person negotiation.

Univision, which has a controlling stake in the The Onion website, is launching a platform that will power programmatic ads for The Onion and other websites including Univision Digital, The Root and The A.V. Club. The platform, called Mosaico Trading, will employ first- and second-party data to target display and video ads at Latino and millennial viewers. Mosaico could also potentially be offered to other media companies as well to leverage both the Hispanic and Gen Y audiences across Univision’s digital properties.

Advertisers target consumers all the time online, but they don’t always survey a sample of the actual target segment to figure out their mindsets in real-time. Krux and Survata aim to make that tactic easier to execute.

Using proprietary location-focused technology from its Yashi subsidiary, the new Digital Mirror programmatic product offers advertisers simultaneous delivery of television and digital pre-roll video ads. The launch is initially exclusive to Nexstar’s 103 stations reaching 18% of U.S. TV households with plans for broader commercial deployment.

There are hundreds of vendors now offering ad buying exchanges, each claiming theirs is the best and most effective. The question is how long until those options are winnowed down. It’s unclear.

The Cox-backed platform signs new deals with television station groups Raycom and Scripps, DSPs TubeMogul, The Trade Desk and VideoAmp, and media tech company 4C.

The annual TV ad auction no longer works in the digital age, argue media buyers. It may take a few years, but they predict it will gradually fade away as programmatic comes to the fore.

The number of marketers using automated ad buying systems to purchase ads has more than doubled over the past two years. Advertisers’ desire for better targeting outweighs the concerns they have about fraud and transparency.

Audience fragmentation across hundreds of cable networks, the steady growth of video on demand and subscription growth with new virtual service providers like Netflix and Hulu have complicated this year’s upfront. In fact, each year cable networks are struggling to meet their upfront commitments, and available scatter ad inventory is becoming more and more scarce. Programmatic TV could be a solution that creates new upfront opportunities.

The company’s NBCUx digital programmatic platform expands to include its broadcast and cable entertainment linear TV inventory.

The widely anticipated use of automated platforms for buying and selling spot TV is developing slowly as some broadcasters remain wary of giving up control.

In an effort to jump-start programmatic selling, leading broadcasters and rep firms have come up with guidelines and best practices based on the following principles: Better position broadcast linear television […]

ZypMedia, a programmatic media-buying platform for local advertising, has added a sales team led by former iHeartRadio executive Michelle Savoy to its technology and operations teams. The hires come on […]

More data will lead to better targeting opportunities. Analytics tools will improve. Advertisers will embrace it. But ad fraud will also become a greater concern.

Nicolle Pangis, who began her career in a junior role at then-fledgling ad technology company 24/7 Real Media, has been named chief operating officer of Xaxis, the nearly $1 billion programmatic media company created by WPP, which acquired 24/7 Real Media in 2007.

The trade group, in partnership with a Pearl-TV-led working group, has issued guidelines for programmatic TV, its first pass on the topic. The TVB is offering open access to version 1.0 of “Broadcast Linear Television Programmatic Guidelines and Best Practices,” designed for the successful implementation of programmatic buying and selling of broadcast linear TV advertising.

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.

The programmatic media-buying marketplace appears to be tightening up, with demand catching up with supply. While the volume traded in the marketplace continues to expand at a breathless rate, the average price of inventory is beginning to rise due to a shift toward so-called “premium” inventory.

Satellite TV operator Dish this morning said it is rolling out a programmatic media-buying platform that will enable advertisers and agencies to target and serve ads on an “impression-by-impression” level to linear TV viewers Effectively, Dish said, the platform would enable addressable TV advertising inventory to be purchased via “real-time bidding technology,” and claimed it is an industry “first.”

The company announced the platform with an explanatory video on its blog. Oracle will handle the “pumping and flowing” of information using first-party and third-party data, while Yieldex will “think and forecast various scenarios” for inventory management. Facebook-owned LiveRail is providing a “safe passageway for data to enter and exit campaigns.”

Refinery29, Vice, Vox BuzzFeed and Mic are among a growing cluster of media companies resisting automated ad sales from third parties, and they’re building their own tech to sell ads directly.They’re bucking against the disruptive user experiences propagated by the outside tech, along with the annoying tracking experiences they being with them.

 U.S. spending will rise by 43% this year, to $7.7 billion. Mobile will double, with real-time buying accounting for the majority of dollars. Agencies’ fear: Being left behind.

Programmatic ad buying has issues, but it’s growing rapidly around the globe. According to a just-released study from Magna Global, programmatic ad spend will account for about a third of display and video expenditures this year, or about $14.2 billion, up 49% compared to 2014. According to the report, programmatic ad spend will reach $37 billion by 2019, accounting for half of display and video expenditures. That’s an average annual growth rate of 31% over the next four years.

Vendors of programmatic supply-side platforms and technology are sensitive to broadcasters’ concerns about commoditizing valuable ad inventory, cannibalizing spot revenue and integration with sales and traffic software. This is Part II of a special report on TV sales. Part I, on the changing nature of TV selling, ran yesterday. See also an Open Mike on compensating new sales hires.

In a sign of how rapidly the so-called “programmatic TV” marketplace is evolving, one of the medium’s most premium suppliers — AMC Networks — will begin selling some of its television commercial time programmatically. AMCN, the parent of AMC, BBC America, IFC, SundanceTV and WE tv, said it will begin offering a “percentage” of its TV ad inventory to advertisers and agencies that want to buy it programmatically.

Imagine Communications, a global provider of video and advertising solutions serving the media and entertainment, multichannel video programming distributors and enterprise markets, has expanded its advertising management solution portfolio with […]

The International Data Corporation this week released estimates that say programmatic TV will account for $17.3 billion in ad spend worldwide by 2019 — up from $69 million in 2014. Tyler Loechner reports that by that time, predicts IDC, “programmatic ad spend in linear TV will outgrow that in streaming video” and digital real-time bidding.

More and more stations and groups are taking the initiative in securing and growing the crucial auto category at a time when stations’ share of ad marketing dollars are not keeping pace with booming auto sales as they have in the past. One tack is an increasing interest in programmatic buying and selling, while another is to aggressively follow auto dollars into the digital realm. Publisher’s Note: Deep Dive is a new, branded feature of TVNewsCheck.com. It is offered free today as a sneak preview of the kind of in-depth content soon to be offered in the our Premium Member Center. To read the first part, click here.

Hulu on Tuesday announced it will begin selling some of its premium digital video inventory across all of its platforms — including desktop, mobile and connected TVs — via programmatic this fall. It marks the first time Hulu’s programmatic inventory will be available for programmatic buying.

Former Petry Television CEO Val Napolitano becomes  executive vice president of programmatic for Hubbard Television Group.

Many advertisers see video as the future of mobile advertising, and that vision is starting to get backed up by hard numbers.

Already sick of hearing about data, the big buzzword during this year’s upfronts? Bad news: The incessant upfront chatter was just the beginning, as data blending and programmatic TV buying also looks to dominate the 2016 presidential campaign.

Ad buying was once relatively linear. Advertisers bought the ad space from the publisher, the ad was placed, and then the results were verified by a neutral third-party such as Nielsen. The viewer either believed the ad or they didn’t, and the opportunity to be deceived was limited exclusively to the consumer. The advent of computers and smartphones and the subsequent rise of digital ads introduced an entirely new dynamic to truth in advertising: brands and publishers were now exposed to the potential for victimization.