'Programmatic TV' is soon to become one of the buzz phrases of the ad tech industry, just as 'cross-screen', and 'transparency' are the de rigeur programmatic terms at present. But still, few people are actually aware of the intricacies of its execution, and potential.
In this episode of #TraderTalkTV Phil Duffield, SVP, international, Adap.tv, dispels some popular misnomers over both the term, and the possibilities the technology offers.
Press play to see how he explains that programmatic TV buying is NOT A REAL-TIME ad buying technology, rather it is a SOPHISTICATED WORKFLOW TOOL employing third-party data segments to enhance existing practises of TV planning.
Here he further explains to Ciaran O'Kane, CEO ExchangeWire, how Adap.tv uses panel data segments overlaid against more established datasets, such as Nielsen, to help TV media buyers better target their campaigns, as well as media owners enhance revenues.