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The TV ad trading model is not broken; Ad-tech companies must improve upon it and not replace

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The television advertising trading model is not broken and ad-tech companies need to understand that you cannot replicate practices used for online display in our world of high-value and constrained inventory. Here, Jon Block, EMEA Vice President, Product & Platform at Videology, outlines the trading optimisations that do make sense for broadcasters, like the use or programmatic technology to better understand the digital inventory they have and the demographic groups exposed to it, and which allocates inventory to advertiser target audiences in a way that maximizes value for both broadcaster and advertiser.


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