SAN FRANCISCO — New, automated ad-trading techniques termed “programmatic” have loomed on to the TV industry’s horizon – but have a little way to go before widespread adoption, according to one exec.
“It’s a wonderfully exciting time,” says ad connectivity platform Mediaocean‘s business development VP Fraser Woollard. “Agencies are experimenting with different technologies, different ways of buying.
“Everyone knows programmatic is coming down the road, where I can use different data to determine which audience I want to target and use systems to electronically trade that. We’re not there yet. There’s still faxing at some agencies for when they send over an order, rather than send it across electronically. But, if my costs are brought down when I electronically trade, why wouldn’t I do that?”
Woollard was interviewed by Ashley J. Swartz, founder and CEO of Furious Minds, for Beet.TV at the Beet.TV leadership summit on programmatic TV advertising, presented with Adap.tv. Please find additional segments from the event here.