If you are wondering what to do here, justlook at the Australian TV market to understand what happens when ad exchanges,DSPs and managed services run rampant. (read article in here)

All the things that was predicted years ago by Rhys McLachlan and others have come true. Inventoryis being "gamed" and commodised, meaning it's valued like lower grade video ad inventory. Price is also out of control, which impacts how clients judge success. Finally, broadcasters are being edged out of the room (with clients) so optimising and understanding what worked and didn't isn't happening like it should.

It's a disaster.

What to do about it? Nick Young made a call for the industry to worktogether to build a DSP for all premium inventory [in Oz]. My advice is to dothat together with all or as many broadcasters/streamers as possible. From the start. We're not going to go backwards on programmatic - it's just an automated buy - but you can't sell your inventory via 3rd parties and expect them to do abetter job selling it than you. And then lose a a big chunk from tech tax. Domestic broadcasters don't have that margin to play with.

Before, perhaps, Nine or others do this, maybe a good start would be to limit the number of tech partners to see if demand drops off. I doubt it will becauseTV has something many brands need.

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