Slowly but surely, television is opening up to the “programmatic” ad sales revolution that has happened in online display and video. What are some of the biggest inhibitors?<\/p>\n

One factor is lack of a common, open format for audience targeting data, says\u00a0Havas Media channel investments EVP Melissa Keller<\/a>.<\/p>\n

In an interview with Beet.TV, she targets “getting standardization of the metrics we\u2019re looking at and going beyond one (provider’s)\u00a0ecosystem.<\/p>\n

“They\u2019re only optimizing within their set. That\u2019s great if the core customer\u2019s watching those seven networks, but I watch more than just those seven networks.”<\/p>\n

For\u00a0multi-platform advertising sales software firm <\/a><\/span>Invision\u2019s CEO Steve Marshall, a big problem to making programmatic TV happen is complexity and fragmentation.<\/span><\/p>\n

“Programmatic’s biggest challenge moving in to the audience buying world is, how do I manage my inventory,” he said? “Before, I had very standard day-parts\u00a0that I sell and every advertiser fits in to that.”<\/p>\n

We spoke with them\u00a0this week at a taping of industry titled Why\u00a0TV Advertising Will Never Be the Same. The event was co-produced at AOL in partnership with Beet.TV. They were interviewed by\u00a0Dan Ackerman, Senior VP of ONE by AOL<\/a>.\u00a0For more videos, please visit this page<\/a>.\u2019\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Slowly but surely, television is opening up to the “programmatic” ad sales revolution that has happened in online display and video. What are some of the biggest inhibitors? One factor is lack of a common, open format for audience targeting data, says\u00a0Havas Media channel investments EVP Melissa Keller. In an interview with Beet.TV, she targets […]<\/p>\n","protected":false},"author":15,"featured_media":33209,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5049],"tags":[5265,2950,3211,3448,4263,5048,5050,2782,4857],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/33151"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=33151"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/33151\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/33209"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=33151"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=33151"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=33151"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}