Back in October, US satellite pay-TV company DISH Network\u00a0launched<\/a> an advertising exchange to help advertisers buy targeted, individualized ads shown to its eight million addressable households.<\/p>\n The ads\u00a0in question would come from the two minutes per hour of local commercial time in programming\u00a0DISH enjoys, and would playback in both live and DVR-recorded TV.<\/p>\n Most people would call that “programmatic TV”. But not the executive who runs the scheme.<\/p>\n “There\u2019s no such thing as ‘programmatic TV’,” Dish Network media sales VP Adam Gaynor<\/a> tells Beet.TV in this recorded interview. “I believe TV can be bought programmatically – there\u2019s a layer of automation, of data and of buying impressions.”<\/p>\n But Gaynor believes “programmatic” – still the buzzword occupying hearts and minds in media land – will settle down to be just a mere technique.<\/p>\n “Programmatic is not a product, it\u2019s a process,” he says, sharply. “If we can help brands and agencies reach audiences easily through data, that\u2019s what our platform is all about.”<\/p>\n How about a progress update for DISH’s “programmatic” foray? Gaynor adds:\u00a0“We\u2019re going to come out of our pilot phase and more in to production.\u00a0We\u2019re going to be able to add many more DSPs now, to work with many more brands through many more platforms.”<\/p>\n Case in point – today DISH announced<\/a> a summer-time\u00a0integration with BidSwitch’s real-time partner ecosystem, itself a gateway to numerous supply and demand sources.<\/p>\n