How TV’s holding back programmatic — and what we can do about it

By John Snyder, Grapeshot, CEO Last month in these pages I offered publishers a specific road map for making the most effective transition from a real time bidding-based, open exchange environment to a premium, private marketplace-driven one. The TV industry needs to make that transition, too. The notion, of course, is that a unified premium programmatic media marketplace will lift all boats.Read the full article