As the TV ad ecosystem grows more complex, with an ever-increasing number of content creators and platforms, some of the inherent efficiency in TV ad buying has been lost. Executing a media plan can be cumbersome, particularly for last-minute changes, and it can be challenging for a company like AMC Networks -- with several hits across networks like AMC, BBC America, SundanceTV, WE tv and IFC -- to recapture that efficiency. Hence AMC's decision to form a partnership with inventory management platform MASS Exchange to offer programmatic linear TV buying.
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