Linear Sales Automation and Data Insight As a Step Towards Programmatic TV

As audiences and advertising revenues shift from linear to digital platforms, data-driven automation of linear sales processes provides a key stepping stone towards programmatic TV and cross-platform trading, which promise to provide operational efficiencies and increased revenue. This paper will examine how correlating linear and digital audience data and establishing converged data management and insight capabilities can increase understanding of audience engagement, consumption and behaviour. The paper will conclude by discussing how broadcasters can develop and implement the required shifts of technologies and operating models, and illustrating the ways in which these can enable improved business performance and business controls.

Published

2015-07

Content type

Original Research

Keywords

Advertising, cross-platform, audience insight, DMP, audience measurement, programmatic trading, campaign optimization, inventory optimisation

DOI

10.5594/M001740

ISBN

978-1-61482-958-4