Why programmatic platforms will never be equal across media in the foreseeable future

In this guest column, Lee Stephens argues that while programmatic platforms are the future, comparing data on reach and impact is still some way off.

With half of all digital media planned programmatically in Australia, it is easy to ignore major developments in ‘other’ media.

MCN has managed to build awareness of its entry into programmatic TV with AOL. Indeed, in late 2015 MCN, boss Anthony Fitzgerald announced a better than forecast uptake by media agencies. And it is selling programmatic advertising across Foxtel and Ten.

While working from a small base, MCN has clearly taken the lead over the TV networks and is entering unchartered territory for TV trading in Australia and overseas.