IPG Begins Buying Local Broadcast Programmatically: Can Target, Retarget Viewers In Near Real-Time

The most significant advancement yet to bring programmatic media-buying to local broadcast television, Interpublic’s Mediabrands unit today will unveil a new platform that will enable its agencies and clients to plan, buy, post and retarget local TV viewers with nearly the same precision as digital media, shifting ad budgets dynamically based on performance and consumer behavior.

This remarkable platform delivers what advertisers, agencies and local stations have been trying to achieve for decades, a direct electronic interchange enabling advertisers to see exactly what local broadcasters delivered in real-time, or as close as current technology can enable it. Read More>>

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