A lack of excess TV ad inventory is among the obstacles slowing the advance of real-time bidding for the medium. Other issues include the preferences of many marketers to target a specific show's audience, and the slow adoption of smart TVs. Perhaps overriding all of these issues are industry fears that real-time bidding will result in a "race to the bottom," said Paul Longo, senior vice president of performance strategy and activation at MediaVest.

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