Is 2017 the year programmatic advertising takes off? No doubt, Tim Barnes, chief product officer of AudienceScience told The Drum.
“Next year will truly be the year where we are starting to see a lot of adoption of actual programmatic buys across the medium,” he said in an interview at Cannes this week.
And, he said, TV eventually will be totally addressable… eventually.
“It’s a buzz word and has been for several years,” he said. “But the reality of TV today is that it’s going to be a while before we get to the point where we literally address an audience with a programmatic buy.”
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