According to research carried out by ComScore, over the period of a month, regular consumers see 1,707 banners online, as Tamás Ács from Cadreon pointed out in his presentation. Accurate targeting is a necessity today. Indeed, 94% of consumers are frustrated when they see advertisements that are not relevant to them, added Tamás Ács. Programmatic combined with the use of behavioral targeting should be the solution to this problem. The Czech Republic is trying to capture this trend, and last year 47% of all display ads were bought programmatically. With an increase in the share of programmatic, efforts to increase the number of DMPs that offer audiences for effective targeting are visible. R2B2 is actively working on ad targeting, even for HbbTV.
The conference showed that a unique opportunity for a unified, unfragmented approach to the programmatic purchase of television advertising has emerged on the European market which is advantageous for broadcasters, advertisers, and publishers alike. It copies the conveniences of online programmatic advertising and at the same time penetrates linear broadcasting. It is compatible with one DSP. On the other hand, there are still legislative questions to be answered and support must be extended to several new models of televisions. However, as the presentations have shown, the television screen is for Czech programmatic buying now a given.