Magna Global boss: TV networks globally must get on board with trading TV programmatically

May 4, 2015 8:41

https://youtu.be/N0ElpHUANfE

TV networks globally must begin allocating a portion of their ad slots to be bought programmatically says the man charged with overseeing how IPG Mediabrands’s $37bn in media billings is spent.

In the second part of a video hangout with Mumbrella, Chris Williams, global president of Magna Global warned: “Ultimately a huge proportion of media is going to be transacted this way – programmatically – within five years.

“If I were in (media) sales I would be embracing it quickly. Probably more quickly than some TV networks around the world are because I think it is a huge threat to them if they don’t allow data and technology to be more precise then advertisers will otherwise look for that elsewhere (in other media).”

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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