Broadcasters begin to embrace programmatic ad buying

by Yuyu Chen
TV broadcasters have long been hesitant when it comes to the adoption of programmatic advertising techniques, often fearing the risk of commoditization. Yet, slowly but surely, buyers report that more digital inventory from broadcasters is available through programmatic in the upfront market. Such conversations can take place during TV Upfronts in May or from late summer throu ...Read the full article