LONDON - It feels like we have only just begun to see the emergence of the highly-efficiency "programmatic" online ad sales mechanism in pictorial display and in video. Next up, traditional linear TV could be reinvented by the technology.
"It can absolutely be done today," video ad tech firm Videology's global TV strategy head Rhys McLachlan tells Beet.TV. "There are enough IP-enabled set top boxes in the UK and US for businesses such as ourselves to serve in to those environments.
"We have to provide the assurances, confidences and compliances that broadcasters (need), to give them the motivations to start to change some of their legacy structures, to better avail of the opportunities.
"It is something that, nonetheless, is absolutely on the agenda of all the broadcasters."
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