The rapid rise of programmatic television

What PTV means for marketing professionals

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The way in which viewers think about and consume television content has shifted dramatically over the past five years.

Programmatic television will play a major role in advertiser media plans worldwide. Although this nascent technology holds great promise for 1:1 household addressability and data-driven targeting, challenges persist due to issues of scale and the lack of a technical common standard.

This whitepaper includes:

  • Five Programmatic TV Predictions for 2016
  • Comprehensive Programmatic, Addressable, and Connected TV glossary
  • Discussion of opportunities and challenges PTV will face as it contends for industry-wide adoption
  • Comments from TiVo Research on PTV’s potential to revolutionize ad targeting once and for all
  • A PTV case study featuring a global luxury automotive brand

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