How soon will programmatic TV come to local? We estimate it will impact buying in a significant way sometime over the next 18-24 months. This is the topic of a new BIA/Kelsey insight paper: Looking Ahead to Programmatic in Local TV in 2016.
The technology, data, and workflow layers are creating some friction. And as much as anything, basic education about programmatic television — particularly for the buy-side — is needed to bring it more fully into local broadcast and cable marketplaces.
Following our recent programmatic webinar, this new report includes a brief historical perspective of programmatic TV, highlights current platforms, and features interviews with a panel of industry experts drawn from agencies, data firms and platform companies.
The report also examines four impediments to success in local programmatic TV: lack of transparency; sales channel conflicts; concerns about effective reach and frequency unduplicated across channels; and data and universe definition incompatibilities.
Read more about the report here.