Currently, the planners process a lot of data, choose the channels, place the ads and analyse the impact. There are last minute changes as per the demands of the client. It is a time-consuming and cumbersome exercise. It is also impulsive and intuitive as some decisions are taken on the spot.

The data driven media buying brings buyers and sellers to an automated marketplace. Already, in digital advertising, programmatuc buying is working well. The concept is making inroads into the TV industry. Manual processes are dispensed with.  No endless working on spreadsheets, and lengthy media plans. No requests and orders, and the wait for responses from the TV channels. The process takes a few steps, using a simple workflow.

The campaign is need based. It sets parameters such as audience classification, duration of the creative, GRP objective and genre of channels. The workflows are automated in programmatic TV. It is efficient and transparent. The intelligent algorithms do the e work. The performance is tracked continuously. Apart from convenience, programmatic TV helps exercise better control. It allows immediate remedial action if expected performance in terms of GRP is not delivered. It is flexible.

It is the next revolution in TV advertising. Programmatic TV has already taken its first steps in India.