TVOT SF 2025 – Tracy Swedlow of ITVT/TVOT Interviews Simon Gentry, Co-founder of Mime Analytics

August 14, 2025

At TVOT SF 2025, Tracy Swedlow, Editor-in-Chief of ITVT/TVOT sat down with Simon Gentry from Mime Analytics, who flew in all the way from New Zealand (also a TVOT CONNECT member). They discussed the Mime platform, which measures the effectiveness of video impressions on connected TVs by tracking website visits and purchases. He noted global challenges in advertising, including data overload, lack of budget, and skill, and the slow adoption of AI, which Mime uses for administrative efficiency. Mime operates in Australia, New Zealand, Asia Pacific, and recently Sweden, with plans to expand to Europe or the U.S. Amongst other observations about the industry, he also praised the TVOT show for providing valuable insights in a very short time while in-person.