Although a commonly agreed upon definition of programmatic TV doesn’t exist yet – making it perhaps the most abused term in advertising these days – most industry players agree that it encompasses using data and technology to make TV advertising more precise via improved targeting and more efficient via automation.
Cable, satellite and telecommunications TV operators, also known as multichannel video programming distributors (MVPDs), control valuable data and are in a position to deploy key technology, putting them in the best position to bring scale to programmatic TV.
via MVPDs: Key Players In Programmatic TV, But Keep An Eye On Over-The-Top TV – AdExchanger.