Everyone uses the term in different ways, but the businesses that can be referred to under the programmatic TV banner include TV ad exchanges, TV ad-targeting services and connected TV-related services. International Data Corporation says programmatic TV will come close to being a $1 billion market in the U.S. this year. That’s not so bad, until you consider that TV advertising is a $70 billion market in the U.S., and digital advertising was close to $60 billion last year domestically.
Source: Why Programmatic TV is Still Stuck in First Gear – WSJ