In an op-ed response to a prior TVNewsCheck column, ITN executive Craig Sulema argues that “programmatic” for television should be defined by automated workflow and platform-based access to supply rather than impression-level ad delivery and deterministic targeting. The article cites ITN integrations with Magnite (to transact local linear TV inventory via SSP-to-DSP infrastructure alongside CTV/digital video) and Comscore (to support planning and transacting against advanced audience segments) as evidence that local linear can operate within programmatic ecosystems today.
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Add as preferred sourceThis is the definitional battle that determines budgets. If “programmatic” equals impression-level addressability, local linear stays a second-class citizen in omnichannel platforms—and agencies keep routing dollars to CTV where the tooling is native. If “programmatic” instead means standardized access + automated execution, then the prize is supply liquidity: local broadcasters become selectable inventory inside the same DSP motions buyers already use. The emerging meme is “pipes over pixels”: whoever controls the pipes (SSP/DSP integrations, data attachments, workflow) controls the next wave of TV demand—regardless of delivery granularity.
