It’s advanced TV with training wheels: DETVgo offers a self-service method for advertisers to buy exactly the TV audience they want using online-style targeting.
The good news is that programmatic and addressable ad buying for TV are showing huge percentage gains. The bad news is that both are still extremely small areas.
TV ad sales are in a state of flux, somewhere between the traditional model and the one that will take over. It’s a tense time with no one solution working across all platforms.
The level of data available with addressable advertising makes failures just as instructive as successes, showing exactly when a campaign goes wrong.
By delivering more accurate viewer forecasting and yield optimization, Adobe helps buyers get their messages in front of the right people, while sellers stop leaving money on the table.
While the United Kingdom is leading the world in programmatic trading, major players still need to overcome significant hurdles along the road to adoption.