Programmatic TV refers to an automated process for buying television advertising space through online platforms. This buying method allows advertisers to plan their campaigns according to a defined budget and target audience, while reducing the costs and time associated with sales interactions. Although individual ad personalization is limited due to regulations, programmatic TV offers greater efficiency and precision through the use of audience data, particularly on pay-TV channels. It also includes the real-time sale of advertising space on catch-up TV services and is evolving towards more advanced targeting models.