“We’re on the broadcast side, so the goal is to help broadcasters bring premium video inventory to these sales channels in a way that’s safe for them but that works for both sides long-term,” Williams said. “Over time, we’ll look to do similar connections with other DSPs and players that we’re doing with Mediaocean, because we really want to bring as much new demand to TV as possible.”
Videa is not the only player in pursuit of TV sales automation. Comcast’s FreeWheel is striking a number of demand-side deals to connect buying platforms like Videology and TubeMogul to premium broadcast video inventory from suppliers like A+E Networks and ABC. Television SSP WideOrbit has also secured a number of digital buy-side connections.
Some of the challenges to programmatic TV include the lack of real-time buying, as well as comprehensive cross-platform measurement.
“With linear broadcast, you can’t do one-to-one targeting per se since it’s not the same as advanced TV or addressable, but we can certainly enhance a TV buy and give an advertiser greater assurance that what audience segments they’re reaching when they buy against a give schedule,” said Williams.
Marketers still struggle to get an accurate read on who they’re reaching across platforms partly because of device fragmentation and mostly because digital transacts on impressions while TV transacts on ratings.
“They want to reach people cross-platform, but they don’t want to overexpose them to ads,” Williams said. ”Having that unique identifier cross-platform is important, and still to be determined.”