Television Week 2017: Linear TV Finds Its Footing in the New Media World

At this year’s Television Week 2017, Chris Pizzurro, head of sales and marketing at Canoe Ventures, likened linear TV to the Six Million Dollar Man. You know the story: after being in a terrible accident, an astronaut is rebuilt with the latest technology to be bigger and stronger than ever.

This laudable comparison may apply to linear TV but for a couple of challenges—measurement and legacy infrastructure. Both issues were given a lot of thought at the recent Advanced Advertising conference, which was part of Television Week 2017. Here are our takeaways.

What Exactly Is Programmatic?
Are we really still asking this question? Well, yes. Depending on which side of the business you’re on, programmatic can mean automatic buying, real-time bidding, or dynamic ad insertion.
One might think that with a group of television executives as panelists, there’d be agreement. But as Brad Smith, senior vice president of revenue and operations at Videa, pointed out, “All programmatic is not real-time bidding. There are all different definitions of programmatic. The term needs clarification.” For instance, Videa’s platform offers automated, end-to-end buying and selling of forward reserve, local spot TV inventory for sellers and buyers.

Read the full article on the Videa blog.