New Software Disrupts Old Way Of Buying TV Ad Time

Cox, Google, ad tech players embrace programmatic

A new advertising platform is set to inject automation into the buying of television commercials, thereby replacing the mechanics of an industry that still sells ads the old-fashioned way.

Software company clypd is launching a system that lets media partners sell commercial television space using the same tools that deliver ads online. Clypd and partners like Cox Media said this is the first step to a programmatic television future.

“We’re finally getting to the point where we have the technology and the interface to bring traditional linear TV to programmatic,” said Mike Zeigler, vp of business development at Cox.

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