Interpublic Group, one of the largest media agency conglomerates, is taking a big leap toward automated buying in a development that could have a huge impact on the current media ecosystem.
According to the Wall Street Journal, Interpublic has begun building a new system that will allow it to automatically buy TV and radio ads and has partnered with Clear Channel, A&E Networks, Tribune Co. and Cablevision to test the new system.
The idea is to use existing technology to better target ad buys, and to get rid of some of the more cumbersome parts of making a TV ad buy, which can take weeks or months to iron out under the current system.
TV networks are cautious as there’s speculation that an automatic system could have an impact on media rates, as it has for online search display ads.
Im a firm believer that anything that can be sold programmatic, will eventually move to programmatic and Interpublic has just taken the first step.
davidgriffith.blog 