Programmatic Yet to Find Significant Traction in Advanced TV, Google Finds
By Travis Riffe • October 30, 2019
Despite the rise in programmatic TV offerings, the majority of advanced TV ad impressions are transacted the old school way, according to Google. In a report analyzing Google Ad Manager partner inventory, Google found that 67% of global advanced TV inventory is bought and sold through either direct sponsorships or traditional reservations, while only 16% of that media is transacted programmatically. Advanced TV consumption varies by device. Mobile phones were the most commonly used devices globally at 38%, while CTV (connected TV) only accounted for 19% of activity. One thing potentially holding back programmatic advertising in advanced TV is the lack of show-level data programmers make available to advertisers. In traditional linear TV, advertisers are used to directly buying specific shows. Depending on programmer, advertisers can see genre, channel or app information, but advertisers can’t buy specific shows programmatically.