After years of conventional thinking saying it can't be done, it's happening: Publishers are bringing the set-top box into the programmatic universe, giving programmatic buyers access to largely untapped audiences.
Addressability is making this exclusive inventory accessible to smaller buyers and giving all buyers a chance to test campaigns without breaking the bank.
Linear TV has always represented a 'white whale' of sorts, living at the intersection of all of these wants. These are millions of viewers, many of them in valuable demographics, untapped by programmatic campaigns.
Most advertisers still treat programmatic and traditional linear TV as two entirely separate business lines, but the potential for convergence is now clearer than ever.
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