Erica Schmidt, managing director of North America for Cadreon, will speak about the state of programmatic and advanced TV at Programmatic IO on April 5 in San Francisco.
The times, they are a-changing for traditional TV planners.
Advertisers and agencies increasingly expect to buy TV, over-the-top (OTT) and mobile on a converged basis. And many want to bring their own data to the bargaining table.
For example, Interpublic Group’s investment arm, Magna, revealed in January it would double its spend on Roku. In addition, it would create custom targeting segments via IPG’s ad tech unit, Cadreon.
As viewership shifts to OTT and short-form video, agencies have been forced to adapt their planning strategies.
“The bulk of where time and dollars are spent is not on traditional TV anymore and we, as an industry, are just trying to catch up with that,” said Erica Schmidt, the North American managing director for Cadreon.
Schmidt spoke with AdExchanger about the changing inventory and planning environment for TV buyers.
AdExchanger: How does an investment deal between Magna and Roku impact Cadreon?
ERICA SCHMIDT: TV planning used to be very channel-specific, but that’s not the way audiences are consuming content. The Roku deal was very similar to our approach when we do private marketplaces to make sure we have the right access point to that inventory and that the rates we pass through to clients are advantageous to them.
We have to do a bit of alignment around packaging this consistently so we’re fulfilling on the value proposition of the partnership, but the relationship between Cadreon and Magna allows us to bring things together in a really meaningful way.
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