Programmatic Struggles to Keep Up With Live TVs Audience Spikes: Spectrum Reachs Groysman Beet.TV [Video]

Live TV events like sports and breaking news drive huge concurrent viewership spikes. But while they represent great opportunities for advertisers to achieve broad reach, the programmatic advertising systems bidding for those ad slots in real-time are finding it difficult to keep pace.

That is according to Alex Groysman, VP of advertising product development at cable TV provider Spectrum Reach.

“When we start looking at viewership patterns during prime times, as an example, we start seeing that our supply grows almost exponentially from low viewership times because people are coming to watch television as families, communities,” Groysman says in this video interview with Beet.TV.

“Oftentimes in the programmatic space, we see a plateau effect. The buyers aren’t able to always keep up, or rather the systems the buyers are using are not always able to keep up with the supply as it scales.”

Groysman says the issue could lie with …