A wave of technology companies is\u00a0helping\u00a0advertisers turn\u00a0traditional TV in to a digital\u00a0medium, by\u00a0mashing together data sources and ad slots to enable internet-style consumer targeting.\u00a0But don’t expect the new practice to become commonplace this year, or even next.<\/p>\n

“We\u2019ve come a long way, but adoption is still really early,” according to\u00a0<\/span><\/p>\n

Videa<\/a> president Shereta Williams, whose company aggregates TV ad spots in to a supply-side platform, connected to buying platforms like Mediaocean, Videology and Adapt.TV (AOL).<\/span><\/p>\n

“The next 12 months will be about getting that adoption curve… a lot more scaled supply available for buyers to buy. We\u2019ll start to learn what are the right business rules, the right metrics, how much of an impact can this really have.<\/span><\/p>\n

“It will be a lot of learnings over the next 12 months, and 2017 is when you\u2019ll really start to see money shift in to this channel in a big way.”<\/span><\/p>\n

Although tools like Videa are giving TV ad buyers digital-style\u00a0chops, few go as far as\u00a0facilitating linear TV ad buying in real-time, like some online display ad tech platforms. Williams is amongst the platform bosses who thinks it is better to work with the TV industry’s traditional\u00a0norm of doing ad deals much farther in advance.<\/p>\n","protected":false},"excerpt":{"rendered":"

A wave of technology companies is\u00a0helping\u00a0advertisers turn\u00a0traditional TV in to a digital\u00a0medium, by\u00a0mashing together data sources and ad slots to enable internet-style consumer targeting.\u00a0But don’t expect the new practice to become commonplace this year, or even next. “We\u2019ve come a long way, but adoption is still really early,” according to\u00a0 Videa president Shereta Williams, whose […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[],"tags":[5265,2950,5035,5495,2782],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/36264"}],"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=36264"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/36264\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=36264"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=36264"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=36264"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}