Buy Side Or Sell Side? For TV, Is It All Just Optimization?

I’ve read many articles in the last few months debating whether programmatic technology companies can fairly represent the interests of both buyers and sellers. It’s an interesting debate and a meaningful one in the digital world, where inventory is often traded in open marketplaces and intermediaries are seeking optimization advantages for one side or the other.

But the world of TV is different. That world collectively worked out, a long time ago, that the ecosystem needs to cooperate between buyers and sellers on established rules and regulations.

A unified technology stack is not only the norm in TV, but it also creates an advantage for both buyers and sellers.

Read the rest of the story on AdExchanger

Rich Astley

Managing Director, UK

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