Programmatic TV is a process and just another way to go about executing a media plan, says Dan Kelly, and in the digital world of immediacy, it will continue to grow as the technology evolves at the speed programmatic advertisers expect. One of the biggest misconceptions about programmatic in general is that it will replace or diminish the role of the seller. This is a falsehood, Dan says. Programmatic as another step in how to execute a buy still requires the seller and buyer dynamic to execute a successful programmatic plan. Programmatic is not a one-size-fits-all strategy and it needs to be tailored to each client’s needs. For example, making sure on the supply side that the right inventory is being fulfilled and that advertiser goals are being met. The true pioneers today are digital advertisers who are transferring their deep knowledge and experience with programmatic platforms into the TV universe and how that opens up the entire live cable programming world in exciting news ways, whether it’s through programmatic, OTT, or addressable. It’s truly the cornerstone of innovation.