TVOT NYC 2024: Overcoming Fragmentation in TV Advertising (Sponsored by ShowSeeker!)

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As far as the viewer is concerned, TV is just TV, regardless of what screen it is viewed on and regardless of whether it is delivered over the air, via cable or satellite or via the Internet. But behind the scenes, the advertising that makes that TV possible is served and bought in very different ways, linear and streaming inventories are siloed, and this fragmentation inevitably gives rise to inefficiency and complexity. This session will explore ongoing efforts to break down these legacy silos, converge linear and streaming media channels, reintegrate inventories, and enable new efficiencies by allowing buyers and sellers to focus fully on audiences rather than on platforms. Panelists include:

• Jeff Blaszak, SVP of Business Operations and Strategy, ShowSeeker
• Matthew Van Houten, SVP, Product, Ad Ops Systems & Services, and Business Development, DIRECTV Advertising
• Michele Stone, VP of Advanced Advertising Product and Planning, Paramount
• Paul Erickson, Principal, Erickson Strategy & Insights (Moderator)
• Rob Jayson, EVP of Insights and Analytics, USIM
• Steve Reynolds, CEO, Imagine Communications

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TOPICS

Topics addressed during this session included fragmentation, convergence, measurement, currency, innovation, audience targeting, inventory management, business outcomes, business challenges, data availability, partnerships, consultative selling, reporting, insights, direct selling, curated inventory, campaign objectives, multiple measurement providers, smart inventory and dynamic inventory.