If you’re a TV company, you’re not just trying to hold onto your branding dollars; you’re trying to figure out ways to grow. The way you do that is by going after the direct-response bucket. The direct-response bucket is primarily the $100 billion-plus market that spends inside of Facebook and Google. And the allure there is they can buy simply, programmatically and in a very automated fashion. They can get a lot of audience on video and measure it easily. TV companies are trying to line up and take that money."
