From Coady Diemar Partners:
…While a full-blown programmatic buying process in TV at scale may be years away, the first steps are being taken, particularly in the area of workflow automation. IPG recently announced that it is working with Visible World and Adap.tv, recently acquired by AOL, to automate the TV buying process. Visible World, a targeted TV ad provider that enables advertisers, agencies, and media companies to deliver addressable, measureable ads, recently spun out a separate company called AudienceXpress to focus on the issue. AudienceXpress is a programmatic TV buying platform that automates the planning, audience buying, optimization and daily reporting for TV campaigns.