LOS ANGELES – TV is evolving from a world that is roughly targeted by demographics and roughly measured by panels.
It is becoming one that is precision-targeted to household and accurately measured by on-box data.
In this video interview with Beet.TV, Jerrold Son of ad-supported VOD service XUMO explains how the mechanics of connected TV (CTV) ad buying are changing.
CTV PMPs rule OK
Son says private marketplaces, allowing buyers are sellers to transact programmatically but without dipping into the entirety of the open auction system, are the order of the day.
“The private marketplace (PMP) seems to be a very popular option for the programmatic spend within the CTV space,” he says.
“We’ve seen some more growth in some of the other types of deals that are available – whether that be programmatic guaranteed, first-look – but the PMPs are still the flavour of the month right now.
“We’re seeing a lot more of the other available targeting moving into this space, whether that’s audiences, demo, third-party targeting. So I think we’ll continue to see that evolve as well.”
Targeting content metadata
It is now a little over a year since Son’s XUMO was acquired by Comcast, one of a series of acquisitions and launches of ad-supported VOD (AVOD) services by major broadcast networks.
Son says XUMO is enjoying being part of an empire drawing on the skills, content and technologies of FreeWheel, NBCU, Sky and others.
He says the way ads are targeted is changing.
“One of the things that we’re starting to see in the CTV space is the improvement of all the different metadata that’s available,” Son says.
“There’s obviously quite a lot of content metadata available for targeting, and we’ve started to see advertisers ask for, and decision against, things such as genre, category, title, ratings. So I think we’ll continue to see that evolve.”
You are watching “A Marketplace Transformed: The TV Ad Industry Powered by Automation,” a Beet.TV leadership series presented by Matrix. For more videos, please visit this page.
