Industry Press Releases

Local Broadcast TV Industry Initiates Programmatic TV Guidelines

Wednesday, Jan 06, 2016

The Television Bureau of Advertising (TVB), in collaboration with a Pearl TV-led working group, is providing open access to version 1.0 of “Broadcast Linear Television Programmatic Guidelines and Best Practices,” designed for the successful implementation of programmatic buying and selling of broadcast linear TV advertising.

“These guidelines will be maintained as an open and collaborative effort between broadcasters, advertising agencies, rep firms, aggregators and platform providers,” TVB President and CEO Steve Lanzano said. “This document is expected to continue to evolve through successive updates, and is open to input from all companies and individuals who wish to contribute.”

The following station groups, in collaboration with TVB, have assembled to form the Pearl TV-led task force: Cox Media Group, E.W. Scripps, Graham Media, Hearst Television, Media General, Meredith Local Media, Raycom Media, Schurz Communications and TEGNA. In addition, broadcast industry representatives from Cox Reps, Fox Television Stations, Katz Television and Tribune Media collaborated with TVB in establishing the Programmatic Guidelines.

“Broadcast Linear Television Programmatic Guidelines and Best Practices” is available here.

About TVB:

TVB is the not-for-profit trade association of America’s local broadcast television industry. Its members include television broadcast groups, advertising sales reps, syndicators, international broadcasters, associate members and almost 700 individual television stations. TVB actively promotes local media marketing solutions to the advertising community, and in so doing works to develop advertising dollars for the medium’s multiple platforms, including on-air, online and mobile.


Abby Auerbach, 212-891-2279

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