AMENIA, NY — As the TV upfronts season starts to wrap up, media agencies are noticing some key trends emerging in the way advertising is being bought and sold.
Increased flexibility to move away from firm commitments and options, plus an acceleration in programmatic ad buying – especially around live sports – are two of the biggest themes this year.
“It’s something that our clients have been asking for, something that we’ve been able to deliver on this year, especially with that move to programmatic,” said Alex Stone, SVP of Agency Partnerships & Advanced Video at Horizon Media, in this video interview with Beet.TV.
To help make sense of the growing programmatic TV opportunity for clients, Horizon Media has been building out products that curate and package up inventory from the growing array of suppliers.
The agency’s Select TV product, for example, combines more than 50 private marketplaces (PMPs) from …