Modi, the recently launched advanced TV unit of WPP's GroupM, is working with video adtech company Videology to deliver television advertising to specific cable and satellite users in real-time, using programmatic ad decisioning technology, explains Jamie Power, Senior Partner at Modi, in this interview with Beet.TV
This new scenario will allow the agency to sell television inventory in private exchanges.
The movement towards "addressable" TV advertising is growing quickly, with a number of agency clients allocating budgets, she says.
The addressable inventory involved here is limited to the two-minutes per hour of cable network programming that the cable and satellite providers sell locally. Addressable advertising of national campaigns is not a reality at present, Power explains.
We spoke with her last week at the TV of Tomorrow Show.
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