Topics: Advanced Television, Advanced Television Advertising, Advanced TV, Advanced TV Advertising, Blog Posts, Industry Buzz, programmatic television, Programmatic TV, transparency, true programmatic tv
Guest Blogger: Chris Harris, Director of Sales at AudienceXpress
At a recent industry conference, a question was raised by the moderator to panelists asking if the lack of transparency in Programmatic TV is why agencies and brands are hesitant to jump into the programmatic TV space. It was an interesting question and many programmatic TV professionals in the room were anxious to hear if the moderator was mistakenly lumping programmatic TV into the $7.2 billion transparency issue that digital programmatic faces.
Consistent articles in the trades describe transparency as becoming a bigger issue for agencies and advertisers in digital. Unfortunately, programmatic TV has been lumped into this transparency bucket because of the word “programmatic.” Thankfully, with today’s technology, programmatic TV doesn’t face those same issues that digital programmatic faces. In fact, it is the complete opposite.
With Programmatic TV, agencies and advertisers have more transparency than ever (and if they don’t, they should be requesting it). TV buyers have the ability to view verified impression delivery on a daily basis for each individual campaign, removing any concerns about where impressions are falling. In addition, impression reporting by DMA eliminates the fear that there is a lack of national distribution.
A panelist at the conference quickly refuted the moderator’s question, by summing up that, “Programmatic TV is absolutely transparent because if an impression is ordered on ESPN Primetime (via network or local feed), it aired on ESPN. The reporting is not fueled by a bot”.
Programmatic TV is a one-to-many targeted medium, not a one-to-bot medium. With features such as next-day reporting, you are able to verify impressions to help inform future decisions. If that doesn’t sound highly transparent, then what does?
Topics: Ad Tech, Advanced Data, advertising technology, automation, Blog Posts, Buzzwords, Industry Buzz, precision, Programmatic, Programmatic TV, Programmatic TV Buying, Speed, Efficiency, Flexibility, television, transparency
Yesterday, at GABBCON New York, GABBCON Working Group announced best practice guidelines for cross-device audience-based buying and measurement. As part of the GABBCON Working Group, AudienceXpress collaborated with other industry leaders to create cohesive specifications for automated linear television planning and buying and cross-device measurement.
Topics: Audience Data, Blog Posts, cross-device, Data, GABBCON, Industry Buzz, Programmatic TV, Standard for Linear TV Audience Buying, TV ratings currency, data management platform, data-sets, DMP, Linear TV Audience Buying
Remember when internet was introduced early on? Very few saw its potential, except for those who had a stake in the game. In 1995, Clifford Stoll wrote in a Newsweek article, “The truth is, no online database will replace your daily newspaper, no CD-ROM can take the place of a competent teacher and no computer network will change the way government works.” For a proclaimed visionary, Stoll certainly got it wrong.