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 view this article.
AI and the evolution of MAM: Part three – future outlook
In the final part of our investigation into MAM’s current and future relationship with AI, James McKeown analyses where the technology is likely to take asset management capabilities next, and the other factors driving the evolution of the space.
RSIFF: Kingdom underlines ambitions to become filmmaking powerhouse
Saudi Arabia's cinema market is experiencing a cultural renaissance, driven by increasing local productions and a growing appetite for diverse storytelling, reports Adrian Pennington from the Red Sea International Film Festival.
AI and the evolution of MAM: Part two – current applications
In part two of IBC365’s exploration of the MAM ecosystem, James McKeown finds out where AI is currently having the most positive impact on media workflows.
AI and the evolution of MAM: Part one – risk analysis
Forms of AI and automation have been making efficiencies in media asset management (MAM) systems for some time, but as the technology becomes more powerful and its potential applications more expansive, what are the major considerations and risks of AI’s role in MAM? James McKeown explores in the first of a three-part investigation.
The Rory Peck Awards 2024: Protecting freedom of expression and democracy
Channel 4 recognised as most successful commissioner with multiple finalists in three out of four categories, including two from Katie Arnold in the same category. For the first time, winning entries across all four categories focus on one story, Gaza.
