Creating Programmatic Best Practices

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 to compete within a marketing/advertising landscape that is increasingly based on data, automation and audience-based buying.

• Establish an open and level playing field while enabling each station to individually determine and distinguish the value of their inventory.

• Maintain transparency in the marketplace so that participants have sufficient information on both demand and inventory.

• Preserve the integrity of sales through seller-to-buyer and buyer-to-seller interactions (professionals selling to professionals).

• Focus heavily on fairness so the marketplace is as safe as possible to create the trust required on both sides.

• Encourage the accessibility of appropriate data for buyers and sellers.

The authors of the guidelines are encouraging all stakeholders to review and comment on them on the TVB website at tvb.org.

This story originally appeared in TVNewsCheck’s Executive Outlook, a print publication devoted to the future of broadcasting. Subscribe here. Read the other stories in the Winter 2016 issue here.