The TV advertising industry has been quite conservative with regard to new technologies for a long period of time but the Internet is bringing about new trends in it.
On the one hand, there are Millennials and Centennials who tend to follow cord-cutter and cord-never behavior patterns, respectively. On the other hand, there is Programmatic TV that provides the audience with a hitherto unattainable interactivity level. And the audience’s interest in advertising is only growing with time making a dramatic impact on the entire industry.
There are a lot of markers to confirm the steady progress of Programmatic TV, which means the industry is in need of changes be it soon-to-come ATSC 3.0 or 5G.