The world of advanced ad buying can get a little confusing sometimes, even to people who've been there for a while. So to start our conversation, Doug Fleming, Hulu's Head of Advanced TV, patiently explained that "programmatic" and "addressable" and "advanced" are not all interchangeable terms. "Advanced" is the big umbrella term for ads that are seen in video delivered via the internet, as opposed to a cable box or antenna. "Addressable" just tells you whether different households can be served different ads. But "programmatic," which Fleming warns “is not a passing fad,” is a semi-automated buying process -- one in which Hulu has invested heavily over the last few years. "The growing trend is automation and data, and we want to make it easy for people to buy that way," he added about programmatic buying.
Hulu's Doug Fleming on Advancing OTT Advertising
