AUSTIN -- Videology sees its recently-inked integration deal Comcast-owned ad tech platform FreeWheel as "bridging the gap" until true programmatic TV advertising might finally be enabled.Last month, the pair announced video ad tech vendor Videology would plug in to FreeWheel to help advertisers buy video inventory programmatically on publisher sites through its FourFronts program, an extension of its private marketplace.
"Historically, they've been buying planned media against a show-level set of data,"Videology north American development SVP Brent Gaskamp tells Beet.TV in this video interview. "Now they can bring in first-party data or leverage third-party data and apply that in a more strenuous way for the outcomes of their campaigns.
"This is not programmatic from the last mile. This is about programmatic automation and workflow to enable data exchange in the planned media environment.
Gaskamp was interviewed by Beet.TV at the 4As' (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here.
You can find this post on Beet.TV.