By Andy Plesser Programmatic TV will be driven first by addressable tools, says Scott Ferber, Chairman and CEO of video advertising technology platform Videology, in an interview with Beet.TV. “The first step where programmatic and addressable will converge in the TV space is on the data side…understanding who is on the other end of the set-top box,” he says, adding that a smooth delivery process and better measurement will also help usher addressable TV into the programmatic arena.
Already, programmatic buying has taken hold of digital advertising, and moving into TV is a natural next step. About 8% of TV ad executives are currently buying TV ads programmatically, but about 12% have said plan to increase their spending this year.
Source: More Fitness