Under the partnership announced this week between AppNexus and Tru Optik, publishers will be able to pre-segment their connected-TV inventory and have private marketplace deal ID’s to control access to the inventory. “From a technological and logistical standpoint, it’s really a huge step forward for the entire industry,” says Andre Swanston, CEO and Co-Founder of data and technology provider Tru Optik.
Swanston will be one of more than three dozen featured speakers at next week’s Beet Retreat Miami, where industry executives will gather to discuss the coming of age of targeted TV advertising. (See speaker list below.)
With the new partnership, connected TV buyers and sellers using AppNexus’ platform will be able to segment and target audiences based on data offered through the integration of Tru Optik’s OTT Marketing Cloud, according to a news release. AppNexus and Tru Optik will be able to facilitate audience delivery across 75 million OTT households in the U.S., on any connected TV device or publishers regardless of whether the publisher has registered user data.
“It’s going to be the first time in the industry that publishers can pre-segment their connected TV inventory, even outside of registered user data, against third-party segments, demos from comScore, their own first-party data, and then have private marketplace deal ID’s to control who has access to that inventory,” Swanston says.
The shift from linear to connected TV is growing faster than the shift from desktop video to mobile video, according to Swanston. “So that just gives people an idea of how tremendous the opportunity is that’s coming across connected TV.”
As he looks ahead to Beet Retreat Miami, Swanston hopes that the discussions will focus on the here and now of targeted TV.
“Everything people have been talking about over the last few years about what they hope they’ll eventually be able to do on connected TV you can do right now. Today,” he says.
In the next 90 days Tru Optik will be revealing more partnerships, in keeping with its original go-to-market strategy. Among other things, this strategy negates the need to build “a massive sales force” to ensure growth.
“Going into 2018, the majority of audience based programmatic advertising across connected TV, on both the buy side and the supply side in the U.S. for sure, will be powered by Tru Optik. And that’s really exciting for being still a relatively young and small company.”
Here are are the speakers at next week’s Beet Retreat:
Matt Bayer, SVP, Advanced TV & Cross Screen, Cadreon/IPG
Jonathan Bokor, Director of Precision Video, Publicis Media Exchange
Kristin Dolan, CEO, 605
Scott Ferber, CEO, Videology
Nick Jezarian, Media Director, Target
Raghu Kodige, Chief Product Officer & Co-Founder, Alphonso
Jakob Nielsen, CEO, Finecast, GroupM
Jonathan Steuer, Chief Research Officer, Omnicom Media Group
Kelly Abcarian, SVP, Product Leadership, Nielsen
Dan Aversano, SVP, Ad Innovation & Programmatic Solutions, Turner
Anna Bager, SVP/GM Mobile & Video, IAB
Craig Berkley, VP. Television Partner Development, Acxiom
Mel Berning, President, Revenue, A+E Networks
Michael Bologna, President, one2one Media
Jason Brown, VP, National Sales, AT&T AdWorks
Lorne Brown, CEO, Sintec Media
Herve Brunet, GM, Markets, FreeWheel
Tal Chalozin, CTO & Co-Founder, Innovid
Peter Dolchin, Strategic Partner Lead, Google
Marco Forte, SVP, ABC Network Sales
Mark Gall, Chief Revenue Officer, Alphonso
Adam Gerber, SVP, Investment, North America, Essence
Michael Glantz, VP, Business Development, Simulmedia
Anupam Gupta, Chief Product Officer, 4C Insights
Daniel Harrison, Head of TV Solutions, Oracle Data Cloud
Jason Harrison, President, Team Arrow Partners (GroupM)
Cathy Hetzel, Executive Vice President, comScore
Walt Horstman, SVP/GM Analytics & Advertising, TiVo
Brett Hurwitz, Business Lead, Advanced TV, Oath (Verizon)
Brian Katz, VP, Advanced TV Insights & Strategy, Eyeview
Rob Klippel, SVP, Advanced Products & Strategy, Spectrum Reach (Charter)
Jennifer Koester, Director, Global Partnerships, Google
Michael Kubin, EVP, Media, Invidi
Marcus Liassides, CEO, Sorenson Media
Noah Levine, SVP, Advertising Data & Technology Solutions, Fox Networks Group
Adam Lowy, Director, Advanced TV & Digital, DISH & Sling TV
Jodie McAfee, SVP, Marketing & Business Development, Inscape
Matthew O’Grady, CEO, Nielsen Catalina Solutions
Mike Rosen, EVP, Portfolio Sales, NBCUniversal
Neil Smith, SVP Markets, FreeWheel
Andre Swanston, CEO, Tru Optik
Ben Tatta, President & Co-Founder, 605
Tore Tellefsen, VP, TV Solutions at DataXu
Nick Troiano, CEO, Cross MediaWorks
Rob Weisbord, SVP, COO, Sinclair Digital Group
Tony Yi, GM, Strategic Commercial/Business Development, Videology
Moderators:
Steve Ellwanger, Contributing Editor, Beet.TV
Joanna O’Connell, VP, Principal Analyst, Forrester Research
Tracey Scheppach, CEO & Co-Founder, Matter More Media
Matt Spiegel, Managing Director, MediaLink
Ashley J. Swartz, CEO, Furious Corp.
Andy Plesser, Executive Producer & Founder, Beet.TV
