The gist: More digital inventory from broadcasters is available through programmatic in the upfront market.
More information: “TV broadcasters have long been hesitant when it comes to the adoption of programmatic advertising techniques, often fearing the risk of commoditization,” wrote Digiday. “Yet, slowly but surely, buyers report that more digital inventory from broadcasters is available through programmatic in the upfront market.”
“Automated guaranteed makes sense for broadcasters because their audiences, especially younger demographics, are watching less traditional TV and more digital video. In response, broadcasters are supplementing the lack of eyeballs on TV with digital video audiences to boost their gross rating points,” the article continued.