TubeMogul’s new programmatic TV ad buying platform brings benefits for both national advertisers and local US broadcasters, says an exec from one of the partners involved.
PTV, launched last week, works by aggregating relationships with several providers that already offer this functionality, including AudienceXpress, clypd, placemedia and WideOrbit’s WO Programmatic-TV marketplace, from which many local TV stations take their advertising on an automated basis.
For ad buyers, that means “much easier access to television inventory and the ability to automate things”, whilst, for broadcasters, it means “new revenue streams in to local broadcast markets with national brands”, says WideOrbit’s digital EVP Brian Burdick.
He was interviewed by Beet.TV in Manhattan at TubeMogul’s event to launch its new programmatic TV advertising suite.
