IPG’s media investment division Magna in mid-July began experimenting with programmatic buying for the ABC network’s online properties.
At that time, Magna’s EVP and head of US investment, Todd Gordon, said in a press release that such a partnership would “create market-moving advantages for our clients.” Roth emphasized the experimental nature of the ABC partnership and that, while it’s not large given the amount of content available for Magna to oversee, it’s still a first step.
“If it’s successful, I think we will be seeing more of this,” he said.
“More of this” will in time include programmatic’s influence on linear TV buys and premium content, though that shift won’t be easy.
“Ultimately, automating is moving forward and the consortiums that we’ve put together show that collaboration in this space is the way to do it,” Roth said. “It’s an area that we’re going to invest in, and it’s going to change dramatically as we go forward.”