Why DSP technology isn’t the future of TV advertising

Philip Inghelbrecht, CEO, co-founder, Tatari

Programmatic and DSP technologies have redefined digital advertising and upended a historic direct sales model that closely linked brands, their media agencies and publishers. Reliance on demand-side platforms and the need to reach consumers across a fractured TV landscape are happening simultaneously, but these two forces are often at odds.

The DSP has become a must-have tool, allowing brands to emphasize audience targets and execute digital campaigns automatically and efficiently. While DSPs are remarkable tools for executing digital media campaigns, they don’t seamlessly translate to TV and provide the same functionality in that environment. As such, DSPs may never fully be part of TV advertising’s future because of limited transparency, reach and scale, among other factors. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.