The latest hubbub surrounding data-driven television advertising might have some longtime TV cronies thinking they’re not in Kansas anymore, but this is really just noise about strategies that have been in existence forever. The ways in which data strategies are being invented for TV advertising are certainly innovative but data has always informed advertising, whether it’s the $5 million Super Bowl spot, the punch-the-monkey banner ad or the 14-story billboards in Times Square.

However, the recent infusion of new data sets coupled with the fragmentation of TV viewership across devices that are not on a 65-inch screen hung on the living room wall is forcing the media world to think about how to further enhance the way that television advertisers reach their intended consumers. The definition-elusive “Programmatic TV” can simply be defined as software-driven targeting, optimization and automation for television advertising and those employing it must consider several things:

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