SAN JUAN, Puerto Rico – The television advertising market is growing more automated with the adoption of programmatic technologies, opening up the possibility for marketers and agencies to obtain real-time data about campaigns. This information will help to make the media marketplace more transparent, but more work needs to be done.
“We could provide the show-level targeting in real time, but how is it actually being surfaced in the platforms and in the DSPs [demand-side platforms]? Is it even standardized?” Abbie Reichner, vice president of strategy and operations at Fox, said in this interview with Beet.TV contributor Rob Williams at the Beet Retreat San Juan.
Standards for classifying data would help to ensure that market can see more information about where their ads are appearing on television, she said.
“We really look to work with our advertisers – and this happens in every upfront conversation,” Reichner said. “How do we provide that transparency and that level of detail, in the means that they need it in an easy format where it is all standardized, and also in a way where we as a programmer feel comfortable?”
Fox’s media portfolio includes the Fox broadcasting network, Fox News, Fox Sports, Fox television stations a variety of streaming brands such as Tubi, the free ad-supported television (FAST) platform. The company has worked to make media buying across these properties easier for advertisers with the development of One Fox.
“That’s the whole idea of One Fox, and really bundling up all of our supply, so that our buyers can reach our entire premium footprint with one deal ID, or with a single point of contact,” Reicher said, “so, really making that more efficient and effective and allowing the buyers to reach that audience at scale against that premium footprint.”
You’re watching coverage of Beet Retreat San Juan 2023, presented by LiveRamp, Madhive, Magnite, Paramount, T-Mobile Advertising Solutions and VideoAmp. For more videos from the Beet Retreat, please visit this page.
