SAN JUAN, Puerto Rico – The digital transformation of the TV advertising marketplace is generating more data about media-buying activity, but what’s needed are standards for how to classify the information. Accepted definitions of content genres and other data would help.
“We’ve done a lot of good work to access that data and have it coming through,” Georgina Thomson, head of programmatic at Omnicom’s OMD USA, said in this on-stage discussion with consultant Joanna O’Connell at the Beet Retreat San Juan. “We’re kind of at a point where a lot of it doesn’t make any sense right now…We just need more set protocol to be able to activate this way.”
Partners such as supply-side platforms (SSPs) and demand-side platforms (DSPs) are helping to achieve data standards, along with real-time bidding (RTB) specifications that indicate what advertisers are buying, Thomson said.
Data interoperability would support the growth in programmatic buying of TV advertising, especially as media agencies can better demonstrate results to their clientele.
“If we can’t sort of translate what we’re doing from a day-to-day media control, delivery, optimization standpoint, we can never kind of get that to that piece where we’re proving out the business objectives and driving forward,” Thomson said.
She works with a handful of platforms to execute programmatic media plans, and would like to see the television ad marketplace become as easy for buyers as it is on social media and internet search platforms.
“The clients understand that there is value there” in TV advertising, she said. “It’s just a lot harder to quantify it.”
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