What is programmatic television?

What is programmatic television?

Television advertising is big business. We define programmatic TV as a technology-automated and data-driven method of buying and delivering ads against TV content. This includes digital TV ads served across the web, mobile devices, and connected TVs, as well as linear TV ads served across set-top boxes.

What is programmatic Ott?

Programmatic OTT advertising refers to the customized and automated process of exchanging digital ad space between advertiser and publisher through real-time bidding via streaming platforms and Connected TV (CTV) devices like a smart TV.

What is the difference between addressable and programmatic TV?

While programmatic simply means the ability to buy ads on a platform according to a prearranged formula (similar to ad spend for Google Ads), addressable TV advertising means the ability to show different ads to different households while they are watching the same programming.

What is programmatic linear TV?

Programmatic linear television (PLTV) is an automated approach to the traditional buying and execution of television ads in spot-based programming. Programmatic linear transmits through a traditional cable connection, the standard way people have viewed television from the 1950s all the way through to today.

How does TV buying work?

Agencies typically buy most of the TV advertising on behalf of advertisers, defining who they want to target based on age and gender surrogates. National TV ads are sold manually through broadcast, cable and syndicate networks, while local TV ads are sold through the local broadcast and cable operators.

What is addressable TV?

Addressable TV is a newer form of television advertising that allows marketers to deliver ads to specific, desired households during linear scheduled TV programming.

Is VOD the same as CTV?

Additionally, CTV tends to see more Video On Demand (VOD) placements. While Video On Demand is also a traditional term, within your cable box where you can view content in the on demand section, the CTV version is slightly different. It’s not always the exact video on demand that you think.

Is OTT the same as connected TV?

OTT is a delivery mechanism: the strategy through which content is placed in front of the user, regardless of the type of device they use to stream that content. A connected TV, on the other hand, is one useful device that can be used to stream that content.

Is OTT addressable TV?

3 – Addressable TV Unlike OTT content, which is broadcast via Internet services and therefore does not rely on cable connections, ads on addressable television are broadcasted at the level of the individual household, via cable, satellite and set-top box distribution systems.

Is Hulu addressable TV?

While you can still leverage addressable TV to reach those who haven’t done so, you’ll have to rely on other channels such as email, mobile, online and over-the- top (OTT) options such as Sling TV, Hulu, and Roku to reach cord cutters.

Can you buy linear TV programmatically?

For linear TV programmatic, buyers are competing for limited inventory, so it’s less about finding any impressions, and instead about securing the best inventory for a client, in the most efficient way. It makes it faster, easier and more transparent to transact linear TV.

What is a linear TV buy?

Linear TV line items offer you the ability to programmatically buy ads on live, real-time TV, delivered conventionally over the air or through satellite and cable providers.