Programmatic Video Gets More Attention Among Buyers

The IAB NewFronts this month come as media buyers focus on cross-channel opportunities including programmatic video advertising.

Jessica Brown, director of digital investment at WPP’s GroupM media agency, said the coronavirus pandemic has hastened a longer-term move from linear TV toward digital media consumption, and advertisers are taking notice.

“We always knew that streaming was going to overtake linear TV,” she said, citing research that shows viewers ages 18 to 24 led the way in that shift late last year. Digital media are becoming a way to boost gross rating points (GRPs) among younger audiences.

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