SAN JUAN, Puerto Rico\u2014Consultant Matt Prohaska senses less of a stigma surrounding programmatic television and more \u201ccross pollination\u201d of agency teams. But he sees things like frequency capping and reducing transactional friction costs as very much a work in progress.<\/p>\n
\u201cFortunately, thank god the stigma of programmatic TV and those two words being bridged together is not a bugaboo anymore or freaking people out,\u201d the CEO of Prohaska Consulting<\/a> says during a break at last month\u2019s Beet\u00a0Retreat<\/a>.<\/p>\n People recognize now \u201cthrough education and getting people off the ledge, sellers, buyers and anyone else in between,\u201d what can actually be accomplished. Prohaska cites some of the benefits of programmatic in display, mobile app and premium, pre-roll video \u201cwithout the real-time nature and it doesn\u2019t have to be a copy paste the exact same way.\u201d<\/p>\n As some of the conference speakers indicated, there\u2019s more cross-pollination of talent in agency teams. \u201cPeople are starting to bring different skill sets and points of view to the same type of advanced TV buying where context does matter,\u201d Prohaska<\/a> says. \u201cPeople are realizing, fortunately, that the benefits of buying in-program and contextual placements do matter if you can bring some audience targeting to the party.\u201d<\/p>\n Still \u201cvery much a work in progress\u201d is frequency capping across screens, \u201cobviously not there yet, I think we all experience it as consumers.\u201d He sees \u201ca concerted effort to be able to figure that out both probalistically for now and deterministically where that\u2019s available.\u201d<\/p>\n Transaction friction costs are \u201cnot as perfect as they will be,\u201d whether it\u2019s leveraging the OpenAP platform “or any other more direct connections.\u201d<\/p>\n There are still too many touchpoints and a \u201clittle bit too much delay between being able to execute a deal and then actually launch it. And then being able to optimize either by message sequencing or just by media mix optimizing and being able to appreciate where the best placements are,\u201d he says.<\/p>\n