Still, full-scale automation is still years away due to continued challenges associated with bringing programmatic to legacy ad-buying systems, measurement methods, and even organizational practices.

Brand safety is another factor, and it’s one that both buyers and sellers are eyeing with caution as programmatic continues its push into linear TV advertising.

"Brand safety and viewer experience are two really big topics when it comes to programmatic TV," said David Dworin, vice president of advisory services at TV supply-side platform (SSP) FreeWheel, which is owned by Comcast.

"Both the advertisers and the programmers are focused on protecting the marketplaces and sales channels that ensure brand safety and creative quality," he said. "The programmers very much value the relationship they have with the viewer and they don’t want to put advertising in place that betrays that relationship. And advertisers want to know what type of content their advertisements are running against to make sure it aligns with their brand’s values."

Sourced through Scoop.it from: www.emarketer.com