Automation, Programmatic and Pay-for-Performance Advertising in 2026

Recorded by TVNewscheck

Why broadcast’s programmatic future is already here — and what’s standing between the industry and capturing it

Technology and updated business practices are giving local broadcast a real path to competing in a programmatic TV world, and much of what’s needed already exists. This TVNewsCheck webinar brings together broadcasters, ad tech providers and agency strategists to examine how automation and AI are transforming local TV advertising and media campaigns — simplifying complex workflows, accelerating execution and enabling the kind of performance-based buying that advertisers increasingly expect.

Panelists explore what it takes to close the gap between what the technology can already deliver and how advertising is still being transacted, including the growing role of automated media buying and programmatic TV buying. The discussion also makes the case for why local broadcast is better positioned than many realise to lead the next era of TV advertising.

What you’ll learn

• Why the biggest barrier to automated, linear programmatic isn’t the technology and what actually needs to change for adoption to accelerate
• How broadcasters are delivering household-level addressable TV advertising across linear inventory today, and what it takes to build the ecosystem to support it.
• Why pay-for-performance deals are already working across most broadcast groups and how automation is making them operationally viable at scale.
• How AI is transforming ad operations, from agentic trading to enabling real-time decisioning that greatly improves efficiency
• Why ATSC 3.0’s IP delivery is key to resolving the impression currency gap between linear TV advertising and digital, and what that means for broadcast’s competitive future.