BroadcastLinearTelevision
Programmatic
GuidelinesandBestPractices
Issuestatus:
v1.0
Dateofissue:
December7,2015
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Broadcast Linear TV Programmatic Guidelines and Best Practices
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i. Preamble
This is a living document that is maintained as an open and collaborative effort between broadcasters, advertising agencies, rep
firms, aggregators and platform providers. See 'Stakeholders' and 'Participating Companies' sections.
This document is expected to continue to evolve through successive updates, and is open to input from all companies and
individuals who wish to contribute.
TableofContents
1
PURPOSE .................................................................................................................................................................................... 3
1.1 PRINCIPLES ..................................................................................................................................................................... 3
1.2 STAKEHOLDERS ............................................................................................................................................................... 3
1.3 BENEFITS........................................................................................................................................................................ 3
2
GUIDELINES ............................................................................................................................................................................... 5
2.1 TRANSPARENCY .............................................................................................................................................................. 5
2.2 INTEGRITYOFSALES ........................................................................................................................................................ 5
2.3 FAIRNESS ....................................................................................................................................................................... 5
2.4 DATA ............................................................................................................................................................................. 6
2.5 OPENAPIS .................................................................................................................................................................... 6
2.6 GLOSSARY ...................................................................................................................................................................... 6
2.7 PARTICIPATING COMPANIES ............................................................................................................................................. 7
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1 Purpose
Thepurposeofthisdocumentistobegintheprocessofsuggestingguidelinesandbestpracticesforthesuccessful
adoptionandimplementationofprogrammaticbuyingandsellingofBroadcastLinearTVadvertising.These
guidelinesareintendedtosupplementandimprovecompliancewithinitiativeswithinthevariousindustryforums
andcommittees,includingIAB,MRCandTVB.
Forourpurposes,Programmatichas3importantcharacteristics:
1.Itinvolvesaninventorychannelthatoffersthebuyerandsellereaseofexecutionandlowercostofsales
while maintaining the primary value of their station inventory, managing the customer relationship and
settlingonprice.
2.ItprovidesautomationoftransactionsthroughAPIsandindustrystandards.
3.Itleveragesnewdatasourcestoimproveplanninganddecision-makingforbothbuyersandsellers.
Notethatwedonotpresumeorsuggestspecificprogrammaticbuyingorsellingtransactiontypes,asitisimportant
forallparticipantstofreelychoosetoengageinthetypesofexchangesthatbestsuittheirneeds.
Inaddition,whilethefocusofthisdocumentisBroadcastLinearTV,itdoesnotprecludetheincorporationofdigital
inventory.
SeetheGlossaryattheendofthisdocumentforadditionaltermsandacronyms.
1.1 Principles
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Better position broadcast linear television to compete within a marketing/advertising landscape that is
increasinglybasedondata,automationandaudiencebasedbuying.
Establish an open andlevel playing field while enabling each station to individually determine and
distinguishthevalueoftheirinventory.
Maintaintransparencyinthemarketplacesothatparticipantshavesufficientinformationonbothdemand
andinventory.
Preserve the integrity of sales through seller-to-buyer and buyer-to-seller interactions. (Professionals
sellingtoProfessionals)
Focus heavily onfairness so the marketplace is as safe as possible to create thetrust required on both
sides.
Encouragetheaccessibilityofappropriatedataforbuyersandsellers.
1.2 Stakeholders
Stakeholdersinthedevelopmentoftheseguidelinesincludeallbuyersandsellersofadvertising,including:
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Broadcasters
NetworksandExchanges
Agencies
Aggregators
RepFirms
Existingsalesagents
Brands
DirectClients
Platforms:
§ SupplySide
§ DemandSide
§ DataManagement
§ Traffic/Inventory/Copy
1.3 Benefits
Fortheseller:
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A common set of voluntary guidelines and best practices to help drive consistency and repeatability in
systemsandprocess
Facilitateadoptionofmultiplebuyandsellsideplatforms
PreserveandimprovetheartofsellingbroadcastlinearTVadvertising
Improvetheuseof1stand3rdpartydataoverlaystobetterunderstandaudiencevalue
Creationofnewdemandbysimplifyingaccess
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2 Guidelines
2.1 Transparency
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Establish guidelines that include negotiable conditionsor terms of sale, based upon individual business
needs which are agreed upon between buyers and sellers. Types of negotiable conditions or deal
termsmightconsistof:
o Currency(includingbutnotlimitedtocategoriessuchasCPPandCPM)
o Revisions
o Cancellations
o Fulfillment
o Measurement
o Accountability(includingmake-goods,pre-emptionandcredits)
o PaymentTerms
Encourageexposureofinformationaboutdemandandinventory,includingvariablesusedfortarget
creation.
Incorporatemechanismstomatchbuy-sidetargetstosell-sideaudiencesegmentssothatneithersideis
disadvantagedbyover-exposure.
Establishrulesofengagementbetweenmarketplacessuchthatdemandandinventoryisrepresentedfairly.
Processingintervalsforsubmission,approvalandexecutionshouldbeclearlydefined,withunambiguous
ExpirationTerms,PurchasetoAirTermsandorderstatusavailableinnear-real-time.
Classoftimebeingsoldorpurchasedshouldunambiguouslydefined.
Preferabletolimitadvanceorderingto1yearorlesstolimitsupply/demandcommitmenttounforeseenor
un-expectedfutureevents.
Insureaggregatortransparencyandtherelatedmarketcoveragecalculationsasitconcernshowanational
aggregatorwillapportiontheinventoryfromthestationagainstawidernationalaudience(whatformulas
areusedtoexpresspercentUScoverage)
Allaudiencemetricsthatarebeingappliedtothestationinventorybyanaggregatorshouldbesharedat
the time of sale. This should include transparency regarding audience attributes and whether they are
reflectiveoflocaldatathatisrolleduporsimplynationaldataaverages.
Saletoanaggregatorshouldincludeevaluationofthepotentialunwiredbundlethatthestationinventory
issupportingtodeliveraudienceguarantee.Saleshouldincludetransparencytounderstandhowthe
nationalaudienceisbeingappliedtothelocalmarketunitsthatarebeingprovidedforthesale
2.2 IntegrityofSales
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Broadcastorganizationsretaintheabilitytomakepricingdecisionsovertheinventorytheyown,withthe
abilitytoadjustasmarketconditionsdictate.
Broadcast organizations also retain the ability to designate a sales proxy of their choice to sell on their
behalf.
[Placeholder-mayneedtoaddbuyingguidelinesoncewereceiveinputfromdemand-sideplayers]
Supportthetraditionsofseller-initiatedrequestsand/orbuyer-initiatedcampaignorders
2.3 Fairness
It is important to establish generally agreed upon guardrails between buyers and sellers in order to minimize
mistakes,andprotecttheintegrityofthemarketplace
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Consistentdefinitionanduseof:
o terminology-suchas'dayparts'
o classifications-suchasaudiencesegments(beyondage/gender)andad/contentcategories
o currency
Provideaconsistentviewofinventorybetweenbuyersandsellers,acrossmarketsandinventorytypes.
Limitcertaintransactionsthatinterferewithmarketplaceintegrity,including:
o Arbitragewithinamarketplace
o excessiveuse
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Prohibitobfuscationofparticipants(or3rdpartyrepresentation,ifapplicable)
Bidsandordersshouldcomplywithadvertisedpricefloor
2.4 Data
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Useorintegrationof1stand3rdpartyshouldbeencouraged.(Mightconsidercooperatingontechniques
suchasescrowor'double-blind'methodsifnecessarytoprotectprivacy).
Allparticipantsshouldhavefullaccessandownershiprightstodatatheycreateorgenerateasacourseof
doingbusiness.Proprietaryinformationshouldremainconfidentialandexclusive,andonlydisclosedwith
theconsentoftheownersofthatinformation.
2.5 OpenAPIs
A common set of non-proprietary APIs should be available for broadcasters and complementary platforms that is
consistentacrossprogrammaticbuyingandsellingsystems.TheseAPIsshouldaccuratelyandefficiently:
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Exposeandupdateavailableinventory
Integrateandreconcilewithstationworkflowandtrafficsystems
Submitrequests
Processtransactions,onceapprovedand/orcompleted
Notifyrelevantbuyerorsellersystemsofstatus
Transferrelevantmaterial,includingcreative
Enable buyers and sellers to utilize independent tools such as yield management and/or pricing
tools
TheAPIsshouldsupport,butnotbelimitedto,thefollowingtypesofinteractions:
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Futures/direct deals/ordering agreements. The API should support the notion of direct deals or
orderingagreementsthatframethepricingandtargetingallowedforfuturedirectbuyer-sellerorders.
Ideally,theAPIshouldprovidethemeanstonegotiatethesedealsprogrammatically.
Inventory availability vs. pricing discovery. It should be possible to query for inventory availability
versus price curves, thus allowing the media planner to explore the trade-offs between constraints
(flighttimes,audiencecharacteristics,andplacement),availableimpressions,andprice.
Spotvs.audienceorders.TheAPIshouldalloworderstobeexpressedasaudience(impressionsatan
averageCPMforagivensetofconstraints)aswellastraditionalspotschedules.
In-flightandfinalreporting.TheAPIshouldprovideperiodicprogressreportingaswellasthetypical
finalreportandpost-analysis,toallowbuyerstomakein-flightadjustments.
Creativeregistration&approval.Thecreativeworkflow,includingregistrationwiththirdpartyentities
(suchasAd-IDorEIDR)andsellercreativeapproval,shouldbesupportedbytheAPI
2.6 Glossary
TermorAcronym
Definition
API
ApplicationProgramInterface,isasetofroutines,protocols,andtoolsforbuildingsoftware
applications.TheAPIspecifieshowsoftwarecomponentsshouldinteract.
CPM
CostPerthousand-Thedollarcostofadvertisingexposuretoaathousandhouseholdsora
thousandpeoplewho,viatraditionaloradvanceddatasources,havebeenidentifiedashaving
similardemographic,qualitativeorbehavioralcharacteristics..Aquantitativemeasureof
mediaevaluation,relatingamedium'scosttoitsaudiencedelivery.
CPP
CostPerratingPoint-Thecostofreachingonepercentofthetargetaudiencewithina
specifiedgeographicarea.Usedbymanymediaplannersindeveloping,setting,andallocating
ratingpointgoalsformarketingbudgets.
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DMP
DataManagementPlatformissoftwarethatcollectsandorganizesdatatoimproveaudience
segmentationandenabletargeting.
DSP
Demand-SidePlatformissoftwaresystemusedtopurchaseinventoryinanautomated
fashion.
IAB
InteractiveAdvertisingBureau.
Inventory
Inventoryistheamountofadspace(spots)abroadcaststationhastoavailabletosell.
LinearTV
Atermusedforreal-timetelevisionservicesthataretransmittedonaschedule.MostTV
programsoriginateaslinearTV,butmaybecometime-shiftedforlaterviewing.
MRC
MediaRatingCouncil.TheMRCMissionistosecurefortheIndustryandrelatedusers
audiencemeasurementthatisValid,Reliable,andEffective
RTB
RealTimeBiddingisbuyingandsellingofinventoryinrealtime,similartothestockmarket.
SSP
Supply-SidePlatformisasoftwaresystemusedtosellinventoryinanautomatedfashion.
TVB
TVBisthenot-for-profittradeassociationofAmerica'slocal broadcasttelevision
industry.
2.7
Participating Companies
WorkingGroup:
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CoxMediaGroup
CoxReps
E.W.ScrippsCompany
FoxTelevision
GannettCo.Inc.
GrahamMediaGroup
HearstTelevisionInc.
KatzTVGroup
MediaGeneralInc.
MeredithLocalMediaGroup
RaycomMedia
SchurzCommunications
TribuneMedia
TVB
Reviewedandprovidedinput:
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DentsuAegis(Carat)
Clypd
Empower
HorizonMedia
Magna
MaribethPapuga(formerlyMediavest)
Starcom
TubeMogul
UniversalMcCann
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Videa
VisibleWorld
ZenithMedia
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