Google Announces Addressable TV Solution
With the meteoric rise of programmatic advertising in the last 10 years, it was inevitable that TV would finally get the treatment. With an increasing number of devices being used to watch television and advertisers no longer happy with purchasing placements based on wide ranging demo segments, addressable television is long overdue.
Google announced yesterday that they are going to roll out a supply side product called DoubleClick Dynamic Ad Insertion. Rather than upfront buys across particular shows which index highly against certain audiences (which often are not relevant for a large portion of the viewership), Google will allow publishers to make their inventory available via streams for each individual user across any screen that they watch.
Having testing this technology in France last year and more and more partners signing up around the world (Roku and Cablevision join AMC in this group), Google have firmly planted their flag in making TV the next programmatic frontier.
For more information read Google’s blog on this and their other TV announcements here.