Index Exchange Gears Up For Explosion In Live Ads, Election Buys Beet.TV [Video]

The advent of live streaming in programmatic advertising is bubbling with potential, yet it’s not without its technical trials.

In a media world where live TV programming is still big business, what role does programmatic have?

In this video interview with Beet.TV, Andrew Casale, President & CEO of Index Exchange, details the challenges and opportunities that await as the industry looks to harness the power of real-time advertising during live events.

“There’s a huge opportunity to bring streaming into programmatic,” says Casale.

The problem, however, is not trivial. “Imagine a live broadcast… every single device goes to break at the same time,” he explains. This simultaneity triggers “unbelievable spikes in requests that come into programmatic,” a phenomenon unprecedented in the digital advertising space.

With millions of users demanding ads at the same moment, it calls for “a rethinking of a lot of the programmatic plumbing.”

Casale acknowledges the value of …