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The rise of programmatic sends ripples through the video ecosystem

While marketers complain about programmatic video, advanced TV advertising is set to boom, and that’ll change how digital video and linear TV compete for ad dollars. A recent Videology survey, conducting by Advertiser Perceptions, found that data-driven advertising solutions are gaining ground in TV media buying and planning. Advertisers and marketers see large benefits in advanced TV advertising which is better able to target audiences with less waste. The survey defined “advanced TV” as data-enabled TV advertising that can define and target specific audiences, and included addressable TV advertising, which delivers ads at the household level. All of that loosely falls into the category of “programmatic TV” — which now refers to most any type of linear TV advertising that…

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