For many of us in the television space, the prospect of programmatic TV is at once both fascinating and a bit confusing. Exactly how would it work? Would it enable cherry picking of programs? Would it lower CPMs on top inventory? Can it be executed nationally? Does this displace direct response? What is “premium” inventory anyway?
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.