Demand-side platform DataXu has published a new white paper on programmatic TV which provides great insights on opportunities and challenges going into 2016. The paper notes there’s still a lot of confusion around how to define programmatic TV and what the unique benefits are. The paper does a nice job of breaking down different types of programmatic TV opportunities and use cases. To make things more tangible, it also includes an auto manufacturer case study.

At our recent SHIFT // 2015 Programmatic Video & TV Ad Summit, we had 2 dedicated sessions on programmatic TV, and both also highlighting how nascent the space still is, but how much potential it holds (session videos coming soon). In 2016 we’ll be covering programmatic TV extensively, including at our 2nd annual SHIFT conference later in the year.

The white paper is available as a complimentary download here.