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Programmatic Comes to Local Television in 2016


Programmatic advertising has been garnering press attention and momentum across the national television market. In particular, BIA/Kelsey is examining what we expect to be a breakout year in local television to deliver insights and strategies that will help companies capitalize on the opportunity.

Click the links below to view a new programmatic report and the first webinar in our programmatic webinar series:


And, to learn what’s coming next from BIA/Kelsey on programmatic, click now.


Looking Ahead to Programmatic in Local TV in 2016

BIAKelsey-InsightPaper-Programmatic-LocalTV-Report-cover“The local TV industry is developing a new personality based on an emerging set of solutions and initiatives around data-driven audience targeting advertising, among which is programmatic. In our report, we focus on programmatic TV advertising in the local DMA – a relatively new domain within the programmatic marketplace.”

– Rick Ducey, report author and managing director, BIA/Kelsey

Read this report to examine the efficiency programmatic can bring to the buying and selling of TV inventory and identify potential impediments to success.

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Panel of Experts Interviewed in the Report:

  • Brett Adamczyk, Vice President, Business Development and Strategy, Videa
  • Brad Danaher, Television Partnership Director, Experian Marketing Services
  • Dot DiLorenzo, EVP, Director of Planning, U.S. International Media
  • Chris Raleigh, Chief Commercial Officer, placemedia
  • Judd Rubin, Vice President, Revenue Development, STRATA
  • Steven Walsh, Executive Vice President, Local Markets, comScore
  • Rob Weisbord, COO, Sinclair Digital Group
  • Russell Zingale, President, Eastern Region, U.S. International Media

Questions Asked and Answered in the Report:

  • How do you view programmatic TV sales in terms of its compatibility with the existing approaches of traditional buying and selling?
  • What is your opinion on programmatic TV’s acceptance at advertising agencies?
  • How soon do you think programmatic TV buying will have an impact on TV commercial inventory purchasing?
  • What are the opportunities in the programmatic TV realm for data companies?

Platforms Covered in the Report:

  • 4C
  • Acxiom
  • AdMore
  • AudienceXpress
  • Cadent Networks
  • Clypd
  • comScore-Rentrak
  • Epsilon
  • Epsilon
  • Experian
  • Media Ocean
  • NCC’s Audience Plus
  • Nielsen
  • One by AOL (formerly AdapTV)
  • Placemedia
  • Rocket Fuel
  • Sinclair
  • The Trade Desk
  • TiVo/TRA
  • TubeMogul
  • Turn
  • Videa
  • Videology
  • WideOrbit


Programmatic Comes to Local Television in 2016

View webinar video | Download webinar slidedeck

Interested in learning about upcoming BIA/Kelsey research on programmatic? Click now for details on our coverage plans. You can also learn more about us on our website,