Although it ran rather late at night, this Turbo Tax ad is potentially groundbreaking for the TV business. Networks have generally been reluctant to adopt the Web-based auctions that are common in online advertising, fearful that it could lead to low prices for what should be premium inventory. There are signs programmatic approaches are slowly starting to gain traction, however, and ESPN wants to get out in front of the wave.
via Turbo Tax Becomes First Programmatic Ad Buyer on ESPN’s SportsCenter – CMO Today – WSJ.