Programmatic TV advertising is still in its infancy due to limited buyer and seller adoption and lack of standardization of technology and infrastructure. Though it accounts for less than 1% of all TV ad spending, some predict it could be a multibillion-dollar industry within 12 to 24 months as both buyers and sellers use it to better understand their audiences, according to a new eMarketer report, “Programmatic TV Advertising: Small Investment Today, Big Opportunity Tomorrow.”
Today, the select few who are using programmatic and its audience insights to buy TV ads are doing so in one of two ways. The first and most common use is as an optimization tool to inform index-based buying strategies on linear TV advertising. The second use is as an audience segmentation and targeting tool designed to reach individuals at the household level, thanks to the capabilities of addressable TV. Read the rest at eMarketer.