Programmatic ad buying is picking up traction in connected TV land. Next up: movie theaters.
On Monday, in-cinema advertising company National CineMedia (NCM) announced plans to sell movie screen inventory programmatically beginning in Q4.
The promise of programmatic is to reach people on a one-to-one basis, which makes using it for cinema inventory a bit of an eyebrow raise. In-theater ads reach dozens, if not hundreds, of people at once.