CANNES – \u00a0With numbers this big, it’s no wonder ad-tech vendors re vying to turn even the traditional media space programmatic.<\/p>\n

“Worldwide, (advertising) is $170bn, in the US it\u2019s $77bn,” according to\u00a0Herve Brunet<\/a>, CEO and co-founder of StickyADS, one TV ad-tech vendor recently acquired by another.<\/p>\n

“The linear side of TV is eventually going to go programmatic. Even if 20% of that goes programmatic, it\u2019s going to be massive.”<\/p>\n

StickyADS was recently bought up by Comcast’s FreeWheel<\/a>\u00a0as the latter looked to extend its US digital ad expertise in to European TV.<\/p>\n

Today, programmatic TV is a tiny fraction of the overall. So what is it that the industry really wants from technology like this?<\/p>\n

“From a TV broadcaster\u2019s perspective, it\u2019s one word – control,” Brunet tells Beet.TV. “It\u2019s the ability to control their environment, define the business rules, make sure their inventory is sold on their terms, not on the buy-side terms.<\/p>\n

“From a demand perspective, there\u2019s a tremendous need for quality inventory. TV broadcasters have that inventory.\u00a0So we\u2019re making sure the two worlds meet in the middle.”<\/p>\n

We spoke with him last month during Cannes Lions.<\/p>\n

\n","protected":false},"excerpt":{"rendered":"

CANNES – \u00a0With numbers this big, it’s no wonder ad-tech vendors re vying to turn even the traditional media space programmatic. “Worldwide, (advertising) is $170bn, in the US it\u2019s $77bn,” according to\u00a0Herve Brunet, CEO and co-founder of StickyADS, one TV ad-tech vendor recently acquired by another. “The linear side of TV is eventually going to […]<\/p>\n","protected":false},"author":15,"featured_media":40956,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5781,5787],"tags":[5265,5417,5800],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/40891"}],"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=40891"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/40891\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/40956"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=40891"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=40891"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=40891"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}