Google announced that it would bridge the gap between traditional TV and digital video by giving advertisers the ability to programmatically buy, target and measure traditional TV ads within the same platform as digital ones.
It’s not the internet giant’s first attempt at selling for traditional TV—beginning in 2008, it began offering its “Google TV Ads.” But, after selling these for nearly five years, Google pulled the plug in 2012. Now, here we are in 2017, and Google is bringing its programmatic TV offerings back to its DoubleClick Bid Manager. This time around, industry experts believe it will stick, because the way audiences consume media has evolved.
More details: http://www.dmnews.com/marketing-strategy/why-googles-second-shot-at-programmatic-tv-buying-will-work/article/652643/