New York — While the idea of using automated programmatic-style technologies and processes to sell and buy TV advertising has drawn perceptions that it’s solely about squeezing more value out of underperforming inventory, it should instead be viewed as a way to drive premium value across a broader scope.
That was the prevailing view of ad execs here at the Advanced Advertising: Profiting from a Targeted Audience event hosted Wednesday by Broadcasting & Cable and Multichannel News during a panel focused on programmatic TV moderated by B&C business editor Jon Lafayette.
Programmatic TV “is not a race to the bottom,” Zachary Chapman, ESPN’s VP of digital and publishing sales, said.
ESPN has been using an automated approach to sell separate inventory – isolated, 30-second spots that appear on-set during SportsCenter, the network’s flagship show. ESPN will only sell that inventory if the bids it receives come in at the right value.