As we’ve just said goodbye to 2018 and cheers 2019, one can’t help but to be enthusiastic about the future. Yet, it was only just a year ago many predicted TV to become a dead medium.  However one of TV’s biggest fastest growing audiences, the Cord-Cutter Generation, gave rise to a revolution in TV that has been deprived of advancements for the better part of 50 years.  And, within the past year, we have seen one of the single largest advancements by a channel in modern day advertising: This is the revolution of Advanced TV (ATV).

As the benefits of ATV’s innovation have been easy to accept, increased reach outside of cable providers, precision targeting and increased measurement, we continue to toil with how to best educate and disseminate information around its actual delivery. Even with some of the roadblocks that we do face, we do continue to see further adoption. This is not only because of the 100% share of voice that it offers to advertisers, but the new ways that data can be obtained and targeted through Advanced TV.. As an emerging ad tech enthusiast, I can’t help but ponder what does the future have in store for ATV? In today’s advertising climate, any company, product, or service looking to attain a sustainable offering and market share must invest in it’s innovation. But what does this innovation look like next when it comes to Advanced TV?

Will it come in the form of efficiency, like what we saw with digital channels such as desktop, video and mobile? What’s the likelihood that the majority of TV will be primarily bought and sold through programmatic means? Does the value of real-time bidding allow TV networks to “eighty-six” upfronts all together? Will TV buyers find the access and availability of securing real time TV media? Will it produce commoditization and over saturation like we saw with in the earlier days of the open exchange or will next gen data driven targeting ensure consumers are only exposed to the brands, products and services that reflect their interests?

Marketers increasingly have some thinking to do as well. One of the largest considerations lies in their budgets and if they are willing to go all in on an emerging technology. Are tomorrow’s marketers willing to trust their hefty budgets to autonomy in the hopes that it could potentially create a savings facilitated by networks?

Last but certainly not least, are the technology providers seeking to capitalize on the innovation and developing scalable tools that offer easy planning and execution? Will the industry as a whole see the value in combining these two mediums, with MVPDs relinquishing much of their firm stronghold of their inventory?

Overall, Advanced TV poses great benefits for both brand marketers and agencies alike. The ability to book TV media in the same process as digital makes for a more efficient and agile marketplace. On the flip side, MVPD’s have the ability to cash in on supply that provides more localized, relevant content that is both autonomous and targeted. Where this will evolve is anyone’s guess at this point, but one thing is clear. Advanced TV is growing. The strategy and tactics although young, prove that TV has and continues to evolve and is poised to solidify considerable dividends for those willing to invest and master it’s capabilities.