For Publishers, Programmatic TV And Cross Screen Still Far From Reality
For Publishers, Programmatic TV And Cross Screen Still Far From Reality
By: James Curran
Some media companies might be selling on addressable TV channels, but I would hardly call any of it programmatic or cross-screen. Most programmatic TV today still requires manual planning, trafficking and reporting. Cross-screen is even farther from a reality, where contract, delivery, optimization, measurement and billing are all done completely differently on TV compared to digital channels.
