Television advertising sales are becoming increasingly automated as digital technologies transform the way marketers and media agencies run campaigns. Computerized auctions of video ad inventory have established a foothold in connected TV (CTV), and are expected to transform the broader television marketplace amid its technological evolution.
Mark Gorman, chief executive of Matrix Solutions
Publishers and TV networks face a challenge in managing their advertising inventories as they expand into newer video platforms. Matrix Solutions is developing the Matrix Sales Gateway to help automate ad sales workflow. The idea is to help manage the whole sales process through to revenue recognition.
Al Lustgarten, senior vice president of technology and information services at Hearst Television
Pushing ahead onto newer video platforms while also managing a linear broadcast business with legacy technologies has been a challenge for station groups. The goal is to have a unified workflow to accommodate both those lines of business.
Barbara Bekkedahl, president of ad sales …