The Brand-to-local playbook is constantly changing in a multi-screen and millennial-impacted world. This was one of the underlying themes at the recent BIA/Kelsey BRANDS.

One of those screens continues to be television. In fact, it’s not just one screen: TV itself is moving into many screens beyond the living room. As this happens, we’re seeing more programmatic ad buying — a process erstwhile applied to digital media like online display.

A late morning panel at the conference characterized the current state of the art in programmatic, and how it allows television advertisers to achieve more effective local audience targeting. You can see in the full session video below.