Welcome to the Secret Society of Programmatic TV

US International Media USIM an independent diversifiedamp160and fullyintegrated media agency has launched an ambitious initiative to more intensely explore the world of programmatic TV buying and selling with the help of futurist and televisual expert Mitch Oscaramp160 Dubbed a amp8220TV Programmatic Secret Societyamp8221 its intent is to create a series of meetings that take attendees through concrete examples of programmatic TV execution to open up aamp160quotdialogue about programmatic space without politicsquot Oscar saysThe first amp8220secret societyamp8221 meeting was held on October 5 at Rentrak and was attended by over 40 executives from media companies as diverse as USIM clypd DISH Experian Comcast RLTV Reelz Fox Horizon OMD placemedia The Trade Desk TubeMogul Videa SintecMedia Nexstar Media Kitchen BIAKelsey ATampampT Yashi NAB and TiVoamp160 Everyone was given a mask which few used and name tags which all used So much for secrecyIt is not easy to execute programmatic TV for a variety of reasons Any yet the positive impact for an advertiser is evident in the results of campaigns Some takeaways from this first meeting were as followsTV Programmatic Works amp8230Russell Zingale President Eastern Region USIM presented a recent campaign for Aruba tourism which got the advertiser back on a television buy The agency launched an addressable campaign with New York Cablevision and DirecTV targeting family with kids and empty nesters The result was that in the first week of September in New York delivery was up 31 and New York based travel to Aruba dramatically improvedamp8230 But there are ChallengesAccording to Mitch Oscar programmatic TV is amp8220an odyssey of processamp8221 which doesnamp8217t allow for integration There are not only national and local addressable DSPs you need to take into account the range of measurement possibilities national addressable local and ad supported video on demand amp8211 and measurement subsets like daypart age and gender impressions and targets across networks All of the proposals offered in the USIM example had different definitions of what the daypart includes amp160From a posting standpoint the inventory schedule is opaque and lacks standardized definitionA Black Box of AlgorithmsObviously you can get different proposal solutions to a campaign based on the dataset the target and the distribution However even with common attributes suggested networks and programming can widely vary In this case one proposal included a range of sports networks amp8220because the algorithm said soamp8221 Zingale says What does that really mean In some cases the algorithms reveal that prime time is not always prime time If addressable indicates late night should I be planning on late night instead of primeSiloes of ResultsHow do you combine targets In this case it was a combination of Adults 2554 and Upscale Families which resulted in three different indices with different sources How do you proportionate In addition there is limited compatibility with traditional buying results How can you merge the two together to get a fuller picture of how a campaign delivered as a complete valuation TV stations cable networks MVPDs ad supported programming etc And if successful you cannot replicate the campaignSo What Does this Really CostThere are many different versions of fees in a programmatic TV buy Is the package cost net or gross What does each term really mean Is there a transaction fee Are there guarantees Is it by age and gender and individual TV impressions or daypart impressions Is there a day of the week ratioBringing It All Together Brad Smith Senior Vice President Revenue and Operations of Videa noted that amp8220TV is evolving differently than online Digital started RTB and supply outstripped demand That is different from television where supply is more limitedamp8221 He continued amp8220But there is a consistent rise in quality integrationamp8221 He spoke of the Wild West atmosphere surrounding data today and called for the data to become amp8220a bridge that allows you to translate between different data sources The question is how do you make data fungibleamp8221 One way he posited is to get away from Walled GardensMy take These are tall orders at a time when everyone is elbowing for market position But who knows The advance of technology and the ease with which we begin to harness integrate and algorithmically merge datasets getting easier every day may force the marketplace players to form a more perfect union or at least a working industry group to help form policy and standardsThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Welcome to the Secret Society of Programmatic TV

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Charlene Weisler

We Are the Outliers - By Jack Myers

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Welcome to the Secret Society of Programmatic TV

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Charlene Weisler

We Are the Outliers - By Jack Myers

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