In an ideal world, digital media buying would be automated, largely standardized, and possible across all channels. In contrast, TV in many places is still characterized by historically grown processes, media breaks, and manual workflows. But the market is changing. CPM models, programmatic approaches, and the growing influence of connected TV are transforming the existing infrastructure. In this interview, Jens Pöppelmann from SQL explains where the biggest gaps in the TV booking workflow lie, why programmatic TV is not yet standard, and why the actual change depends less on individual technologies and more on when the market leaves old systems behind.

Further information at: Moderne TV-Buchung: Alte Systeme, neue Erwartungen - ADZINE - Insights in Media. Adtech. Martech.