Ongoing technological, operational and commercial barriers mean the full potential of programmatic TV is yet to be unlocked, discovers David Davies.
Commercial opportunities heralded by programmatic TV and its underlying technologies, which leverage data and automation to streamline ad buying and delivery against TV content on different platforms, are an increasingly prominent topic as the shift from linear TV to streaming accelerates. As it stands, however, significant obstacles remain in preventing programmatic TV from achieving its full potential.
That’s the central position of a new venture, the European Programmatic TV Initiative (EPTVI), which has been formed by media tech companies – including The Trade Desk, PubMatic, Equativ, Magnite, Cadent and Adform – in conjunction with The Project X Initiative and up to 14 major European broadcasters, streamers and agency groups. As well as seeking to “create a comprehensive understanding of programmatic TV”, including its benefits and drawbacks, it also has a very defined objective of authoring a roadmap for the future development of programmatic TV in Europe...
You are not signed in
Only registered users can read the rest of this article.
Touch the future: Immersive video will soon make its presence felt
As XR devices become more accessible and 6G wireless systems emerge, we’ll move from simply watching video to stepping inside it.
Securing the media supply chain: Protecting trust from lens to cloud
Today’s rapidly evolving media production technologies have enabled a new wave of creative workflows. With them comes a tsunami of corresponding infrastructure vulnerabilities.
From broadcast to braincast: A new frontier for AI-powered advertising
From neural interfaces to adaptive AR, brands may soon be capable of delivering messages that respond to real-time brain activity – creating powerful opportunities for engagement, but also raising critical questions about ethics, privacy, and trust. David Howell reports.
Can genAI unlock ad revenue for cash-strapped broadcasters?
The first AI-created adverts are coming to TV as broadcasters look to compete with social media. ITV and Channel 4 explain why they are now scaling up.
5G in broadcast: Standalone capacity to expand broadcasters' horizons
After a few years of stagnation, there are indications that 5G could soon begin to realise its considerable potential for live broadcast, writes David Davies.
.jpg)
