Programmatic is the craze du jour, yielding positive benefits for digital buyers and sellers alike.

Real-Time Bidding (RTB) is an integral aspect of digital programmatic, so it’s only natural to think about applying auction-based approaches to Programmatic TV.

But the rationale of “TV should work like online video” completely ignores the structural differences between the two media. It ignores the concerns that many premium online video publishers have with buyer bidding.

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