Abstract
Technological changes produced by the digital convergence are driving a paradigm shift of advertising and mass communication. Programmatic advertising is in this context an emergent technology that has the potential again to disrupt and change the business model of incumbent media companies, such as television broadcasters. As the technology is new, we know little about the effects it will have on actors in the sector, and the definition of the programmatic TV construct is still evolving. We present the results of a predictive study into the business model implications of this new technology. Based on a combination of interview content analysis, and a Delphi method with a range of industry executives, we identify 13 implications for the business model of TV broadcasters. Our findings offer a way for academia and actors in the media industry to understand the coming disruption from programmatic TV.
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