TubeMogul Debuts Private Marketplace & Direct Deal Capabilities For Programmatic TV
Through the new functionality,
Popularized through traditional digital programmatic executions, private marketplaces and automated direct deals provide a framework from which programmatic principles can be applied to TV industry dynamics. By controlling the number of buyers and pre-negotiating either a fixed- or floor-rate price, media owners retain control over inventory while simultaneously maximizing yield.
"The introduction of private marketplaces and automated direct deals represent a great opportunity to drive additional efficiencies in the advanced TV space," said
Arun Kumar, Global President of
"Cadreon remains a clear-cut industry leader in their progressive approached to advanced TV," said
Todd Gordon, General Manager of Programmatic TV,
Brett Wilson estimated that PTV would represent at least 10% of all advertising dollars transacted through TubeMogul's platform in 2016.
For more information about programmatic TV, visit: https://www.tubemogul.com/programmatic-television