In many instances, resellers provide publishers enhanced automation and the ability to compensate for unexpected spikes in traffic or sales shortages, he noted.
Amit Seth, EVP of global media products at Nielsen, noted a disconnect between the digital ad tech world and the traditional broadcast world. Seth distilled Silicon Valley’s attitude as: “You need to adopt digital, provide the ability to advertise on an audience basis and therefore yield to the programmatic landscape.”
But the television industry insisted that “TV will remain.”
There was also the debate whether programmatic media buying will replace the traditional practice in which television advertisers commit dollars up front to commercial TV airtime.
As it turned out, “No one believed in the room that the upfront will go away, and Dave and [my] goal was to have the team agree on finding a path forward for both sides,” Seth said. “That was – programmatic will come to TV, but it will come slower than usual” and organizational silos will begin to break down as, increasingly, TV and digital have more meetings of (different) minds.