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The broadcast media industry (broadly defined as the supply chain for the buying and selling of content, distributed to consumers as video messages) has experienced radical transformation over the past 15 years. Examples of this transformation range from means of distribution (via OTT, streaming and other Internet-delivered approaches to multiple devices), to scheduling of content in a nonlinear, on-demand format, to the introduction of greatly expanded audience measurement and segmentation capabilities.
One area not similarly impacted has been the technology available to both buyers and sellers of broadcast advertising, which could allow them to conduct business in a more frictionless and automated manner, informed by currently available audience data and decisioning tools.
It is the Media Ad Sales Council’s (MASC’s) position not only that this need exists, but that it is incumbent upon all major buyers and sellers of broadcast advertising to align on a set of foundational “table stakes” to encourage and support the rapid advancement and deployment of a new generation of technology solutions that will enable the following industry goals:
Elimination of manual processes, to not require human intervention (e.g., acceptance of makegood offers prior to schedule run that meet each party’s requirements upfront). Support for various cross-platform deal models. Application of shared audience data to inform decisioning and to accommodate measurements agreed to by the deal participants. Adoption across both local and national broadcast marketplaces. Establishment of economic models that result in the support of a robust technology supplier community, while not imposing an “ad