Is TV Advertising About To Change Forever?

Read original story on: AdAge

As we reach the tipping point over whether broadcast ad budgets will start shifting to digital video, the answer seems to be a resounding yes. With cable companies gradually giving in to the pressure to unbundle — like CBS and HBO did last week — we’re on the cusp of entering a digital TV landscape where TV just becomes a homescreen to video, while TV channels become apps. In this new landscape, programmatic buying would become the norm. That would enable more targeted audience buying, more personalized cross-platform advertising, and more connected calls for real-time response.