So far, "programmatic" technologies for targeting and automating online ad buying have revolutionized the display ad segment. They have also made big in-roads in to video ads. Whilst few expect such a big bang in the television sector any time soon, WPP's programmatic unit Xaxis expects to have its technology on-stream by the start of 2016.
"We have made substantial progress this year. We will have the first campaigns by the beginning of next year," Xaxis global COO Mark Grether tells Beet.TV in this video interview.
Grether says there are two areas that can be optimized - targeting data and campaign delivery.
Xaxis product development VP Christina Beaumier has previously commented on the barriers that stand in the way of programmatic TV.
You can find this post on Beet.TV.