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Programmatic Cable Can Unlock VOD Inventory, But We’re Not There Yet


"On TV and Video" is a column exploring opportunities and challenges in advanced TV and video.

Today’s column is written by Chris Maccaro, CEO at Beachfront.

People who have spent their careers buying linear TV advertising are confronting a much different world. From direct-to-consumer streaming to cross-platform metrics, media buyers have new opportunities to garner and measure the attention of people consuming premium programming everywhere, including smart TVs, desktop and mobile.

Meanwhile, video ad buyers accustomed to OTT programmatic buys don’t have many options to bid into…Read more on AdExchanger.