Ad tech firm Turn is about to gauge TV’s appetite and capacity for programmatic ad buying. The Silicon Valley company is testing, with its agency partner SQ1, commercial placements using the same technology it uses to serve video ads onlin
demand side platform
The conversation started like any other...North American media director of largest single brand advertiser in the U.S.: “Hey Anthony, my agency is putting more pressure on me to buy programmatic online video and they want to run it through their trading desk. Can you audit the results for me?”Me: “Sure can, pre-bid and post-bid. But do you have time for a quick chat about the potential pitfalls of going programmatic?”Him: “What’s there to know—isn’t everyone going programmatic because it’s the most cost-effective way to buy?”And that’s where the problems begin.