Linear TV ad industry moves toward DDL 2.0: digitally delivered linear advertising
A decade ago, DDL stood for data-driven linear, a predictive analytics approach using billions of data points on TV audiences, viewing, programming and purchase behavior to place linear TV ads against specific target audiences. A MediaPost column now argues that acronym is entering a second phase, digitally delivered linear, as data-driven platforms build digital pipes directly into TV companies' planning, sales and execution systems, through APIs, secure chat, application widgets, EDI, FTP and agentic transaction architectures like the one Fox Broadcasting demonstrated at Cannes in June.
Automation across planning, activation, measurement and post-campaign data processing would give audience-based linear TV campaigns the speed and closed-loop optimization of digital buying alongside linear TV's reach, the column argues. That shift arrives as marketers look to extend connected TV's performance-based, direct-response techniques into linear TV's larger scale, turning traditional direct-response spots into digitally driven performance ads as digitally delivered linear scales across the industry.
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