ATSG members include major TV networks and media agencies that meet several times a year to discuss standardization of data sources, audience metrics and best practices. There is still a fair amount of education necessary to bring buyers and sellers up to speed on best practices for planning and executing DDL, and the ATSG has produced several documents to help advance the DDL learning curve.

McMaster said, “We are now running pilot tests with select client brands to help identify the best procedural models and technology offerings for achieving end-to-end automation of local TV pre-buy activities and campaign stewardship.”.