Will Programmatic Advertising Take Over TV?

Point, counter-point by Adweek experts

Illustration: Alvaro Dominguez

YES

Who needs ratings when you can buy TV impressions? All you need is a defined audience, the ability to deliver an ad wherever a person is viewing and automation to deliver that ad millions of times across multiple channels. Those are the basics of a programmatic vision for television—a vision that doesn’t care which show a viewer is tuned to but only who that viewer is.

Programmatic is eating the media world, and that means television, too.

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