Programmatic TV

What is Programmatic TV?

Programmatic TV is the automated buying and selling of TV advertising using data and software. Instead of manual negotiations or upfront deals, advertisers use digital tools to target specific audiences and place ads across streaming and linear TV platforms.

In the Connected TV (CTV) space, programmatic TV makes it possible to deliver personalized ads to viewers watching content on smart TVs and streaming devices. This approach improves efficiency, audience targeting, and measurement — making TV advertising work more like digital.

How Programmatic TV Works

Programmatic TV uses algorithms, real-time bidding, and audience data to match ads with the right viewers. Here’s how it typically works:

• Advertisers define their target audience and campaign goals
• A demand-side platform (DSP) places bids for ad space based on that data
• The highest bidder wins the ad slot, and the ad is delivered instantly

In CTV, this process happens behind the scenes every time a viewer starts a show or video. Ads are selected and served in real time, based on who’s watching and what they’re watching.

Programmatic TV supports both real-time auctions (RTB) and private marketplaces (PMPs), giving advertisers flexibility in how they reach audiences.

Programmatic TV vs. Traditional TV Buying

Traditional TV advertising is sold in advance, often through direct sales and fixed schedules. It’s based on broad demographic data and lacks precision.

Programmatic TV changes that with:

• Automated buying instead of manual deals
• Audience targeting using first- and third-party data
• Dynamic ad insertion during on-demand or live streams
• Real-time reporting on campaign performance

This shift helps advertisers reduce waste, improve ROI, and reach viewers across devices — not just during a live broadcast.

Why Programmatic TV Matters in CTV

As streaming viewership grows, programmatic TV brings the power of digital advertising to the big screen. It helps advertisers reach cord-cutters and younger audiences who spend more time on CTV than traditional TV.

For CTV platforms and publishers, programmatic advertising unlocks new revenue by filling ad inventory at scale, often with higher CPMs than traditional TV.

Key benefits include:

• Granular targeting by location, behavior, or interests
• Flexible budgets that adjust in real time
• Cross-device reach across TV, mobile, and desktop
• Detailed analytics for campaign optimization

Programmatic TV for Publishers

CTV publishers rely on programmatic to monetize both live and on-demand content. Platforms like Wurl help streamline this process, connecting content with high-quality demand from leading advertisers.
By enabling programmatic:

• Publishers gain access to global ad buyers
• They maximize fill rates across all time slots and devices
• Campaigns can be customized by content type or audience segment

This modern approach helps publishers grow revenue while delivering a better ad experience for viewers.

Programmatic TV for Advertisers

For advertisers, programmatic TV offers the best of both worlds: the reach and impact of TV, with the control and precision of digital.

They can:

• Serve personalized ads to targeted households
• Track performance across different screens
• Optimize campaigns in real time based on viewer behavior

As more viewers shift to streaming, programmatic TV ensures ad dollars follow attention — helping brands stay relevant and effective.