The shift from traditional to programmatic TV is often described as moving from to audience-first .

Programmatic TV buying is the automated, data-driven method of purchasing and placing television advertisements across streaming and traditional channels.

Automated buying applied to traditional broadcast and cable schedules using set-top box data to insert relevant ads into live feeds.

The highest bidder wins, and the ad is served instantly to that household's screen. The Core Environments

What the Power of Programmatic Means for TV Ad Buying - Paramount