Trends in Advanced TV, Contextual Audience Networks and Programmatic TV

SintecMedia’s Lorne Brown spoke to the issue of cross-platform workflow and inventory management from the publisher’s perspective. “When I do the buy, ship to team, what happens?” He argued that what publishers need is, “a universal product catalog that ties together publisher inventory in both linear TV and digital platforms for efficient yield management and operations”. Brown visualized the basic problem as, “We can’t have a salesperson forced to log in to multiple systems to see the inventory that can be executed, and then map execution across systems to manage inventory. People inside the business know where/how it all works.”