Commentary
Industry Leads Weigh in On Programmatic's Fate In 2017
- by Ben Plomion , Op-Ed Contributor, December 5, 2016
Ad-tech players are already speculating on what 2017 may hold for one of the most dynamic technologies in our industry: programmatic.
Video Will Have to Be Everywhere
Jason Keith, VP/group director of strategy at Digitas, predicts that “cross-screen video experiences — TV, online, mobile — will be the next big …
Haven't we heard all---or most--of these rosy predictions for the last few years----yet programmatic buying for national TV is still more of a dream than an impending reality. Poor old fashioned TV , with its huge advantage in viewing time, its unsurpassed reach, its 100% ad viewability, etc. is hanging by its fingernails on the edge of a cliff---about to fall---only to be saved by programmatic buying, which is not gaining anything but minimal acceptance by ad sellers, does not accomodate reach considerations, nor qulaitative factors, costs much, much more to buy and execute but promises vast---yet totally unsubstantiated ----targeting efficiencies, using "big data" set usage ratings married with "third party" marketing data. Blah, blah.