News & Insight

October 5th, 2016

TV Industry Increasingly Sees Programmatic as a Way to Exploit Digital’s Weaknesses on Fraud and Viewability

IPONWEB’s Scott Halpert speaks to VideoAdNews about viewability and fraud in the programmatic ecosystem and how TV can use these challenges as an opportunity.

The motivations for the TV industry moving towards programmatic advertising are complicated and multifaceted. Competition from Facebook and Google and the desire to unlock the value of daytime inventory are two of the obvious ones, but as Scott Halpert, VP of Business Development for IPONWEB notes here, digital advertising’s difficulties with things like fraud and viewability haven’t gone unnoticed in the TV industry, who are increasingly sensing the opportunity to go after digital budgets with data-driven TV advertising. Filmed at TV Rise in San Sebastian.