LONDON, UK — In the connected TV era, avoiding over-exposing viewers to a digitally-delivered ad is going to be all about having an understanding of viewer identity.
There are many industry efforts looking at rolling out such an understanding.
But Minai Bui, Director, Product Marketing, Europe & APAC, Samsung Ads, fears there may be too many data sets and not enough joined-up thinking.
ID in focus
“There’s a big focus on ID,” Bui told me at Beet.TV’s London summit in December. “I think there’s a lot of discussion around all these players with very unique data sets that’s their own first-party (data).
“But there’s a lack of, I think, collaboration around how we bring those data sets together.
My concern is, if we continue to operate in these silos, CTV as an industry, we lack that common currency. If we don’t have a way to really standardise how we’re measuring impact, then I think we are failing to give agencies and advertisers confidence points and proof points to really help drive an increase in CTV spend.”
Samsung’s screens
Samsung Ads is the electronics maker’s division that helps advertisers understand what consumers are actually watching.
It benefits from Samsung being’s ACR technology being embedded at the device level.
That gives Samsung Ads access to more than 57 million US smart TVs, which it is making available to advertisers.
Find the gaps
With many initiatives in the industry aimed at viewer identity, Bui is “hopeful” of a breakthrough.
“There’s been tonnes of initiatives that’s really driving that forward, but I will say I think they’re still operating in silos,” she says.
“I think there’s more that we can do to truly open it up so that it’s the full TV ecosystem and not just a part of the ecosystem.
“Instead of aiming for that end goal, are there things we can do in between,” she asks.
“Can we start to work together on plugging small gaps? Can we look at how we could start to leverage (our ACR) or other TV manufacturer data to then plug in some of the gaps and start to build a more holistic view?
“I do worry that I think if, like out of the gate we are aiming for that end goal, we’re going to struggle to get there.”
You’re watching “Looking Ahead: TV in Europe 2025” a Beet.TV Leadership Summit presented by Magnite & Publica, in partnership with egta. All videos were filmed on-site at our event at London’s Soho Hotel. For more videos from this series, please visit this page.
