That’s what Deloitte is doing by partnering with three software providers to wrap up their offerings as one of its own, the so-called MarketMix for Media.

The company says the suite is an “over-the-top (OTT) platform to help Media and Entertainment (M&E) companies launch, monetize, and manage direct-to-consumer (DTC) content offerings”. Launched at the recent Consumer Electronics Show, it is comprised by three prongs:

1. Adobe Marketing Cloud, for managing advertising.
2. Zuora, for testing and managing pricepoints and subscriber relationships.
3. Salesforce, to handle customer CRM.

So why is Deloitte getting in the game? Deloitte Digital principal Danny Ledge tells Beet.TV: “We looked at this as a two-stage shift in viewing behaviors:

1. “Millennial buyers are no longer spending the majority of their time viewing content on traditional TVs. That time’s shifting away to non-traditional platforms.”
2. “The decline in subscription households in dollars for MVPDs, TV operators, cable operators. That’s starting to really make a big dent on the impact of those businesses.”

Announcing its involvement, Adobe said: “The TV market has shifted. The growing adoption of OTT services among consumers has created an opportunity for media companies to develop a direct relationship with their audience instead of relying on distributors.

“This often involves a complete digital transformation that includes running new business operations, deploying new technology, and managing new engagement models.”

Two-year-old Genesis Media of New York is an ad tech platform aiming to sensitively place auto-playing out-stream video ads, a format that is gaining in popularity.

“Video ad formats are easy to build, they’re difficult to deploy,” Genesis Media CEO Mark Yackanich tells Beet.TV in this video interview.

“You need a better pool of signals to determine when and where you deploy these ad formats.”

Yackanich says Genesis employs math, unique to his business, to determine appropriate placement: “There are certain categories of content where these units make sense. Our job is to understand which pages those are.”

Genesis, already up to a reported $13m in investment, claims to have grown its business by 2.5 times last year, calculating on 25mn URLs every day for hundreds of publishers.

This video is part of a series produced at CES which are sponsored by Adobe.

The feature aims to let broadcasters plan and package up ad slots in their over-the-top (OTT) offerings. So, what is the big idea?

“The content emerging on all of those platforms is premium content from broadcasters,”North America SVP Brent Gaskamp tells Beet.TV in this video interview.

“There’s been a struggle to determine how to monetize that inventory, because there’s not a Nielsen rating.

“They’ve been sitting on all this great VOD content, not knowing how to package and sell it because it’s lacked a key data set. A solution that allows the application of data … is great.”

This video is part of a series produced at CES which are sponsored by Adobe.

“If you only target at the moment when the transaction is likely to occur, how does the consumer develop aspiration, knowledge and interest in a product early enough so that when the time is right the consumer is interested?” That’s why broad targeting is important for marketers as well as more narrow targeting.

In fact, Videology has found that the ideal split of media dollars should be between fully addressable ads, content-centric ones, and the traditional demographic type. “Our stats show maximum yield from a media company perspective with one third, one third, one third,” he says. He also delves into how trade marketing may change over time, given shifts in consumer buying habits.

That’s what TruOptik thinks could happen. The Stamford, CT, company’s technology employs “census-level measurement of peer-to-peer file sharing across the BitTorrent protocol” to create “the largest, IP-based non-cookie-reliant data set of entertainment behavior in the world”, according to CEO Andre Swanston.

What does that mean in practice? If you are a network owner watching people download your latest TV show for free, you could serve up an ad incentive or offer to go legit.

Surely BitTorrent users – who, by default, are avoiding paying for content – are a poor advertising target?

Swanston says the data shows otherwise: “These audiences actually over-index on paying for subscription-based video services, they have shown a willingness to binge-watch ad-supported video content, they’re more likely to have a college degree, more likely to have more memory on their computer, to have a connected TV in the household.”

So far, TruOptik has created the ability to make IP-level segments out of BitTorrent users. Now it is also beta testing a data management platform for connected TV, with users due to be named soon.

This video is part of a series produced at CES which are sponsored by Adobe.

Xumo hopes so. The joint venture between Panasonic and MySpace’s latest owner, Viant, is a software layer for connected TV devices from Panasonic, LG and Vizio, making a lean-back, TV-like experience out of internet video.

“We have carriage in over 20 million homes now,” Viant CEO Tim Vanderhook tells Beet.TV in this video interview. “Think of it as a website or mobile app, but giving you a channel on a connected television.

Viant started Xumo over a year ago now, with the Vizio link-up announced at CES. The outfit boasts video from “premium” publishers like Glamour, Wired, WSJ, PopSugar and GQ.

The company takes a piece of video advertising revenue but also wants to support video subscription revenue.

For Vanderhook, it’s about putting back together the pieces of content exploded by the internet.

“It allows fragmentation to take place on the television screen,” he says. If you thought cable meant a multiplication in TV channels, Vanderhook says connectivity will shake things up further: “You’ll see a few thousand digital networks be created in television.”

If you find yourself wandering through the @LGUS booth at #CES2016, take a min to demo #ChannelPlus on webOS 3.0! pic.twitter.com/uKVeQG5nV0

— Xumo (@XumoTV) January 7, 2016

#MondayMotivation from @POPSUGARFitness! Get your fit on–now playing on Xumo on your Panasonic & VIZIO smart TVs ?? pic.twitter.com/g6bdUtfy9o

— Xumo (@XumoTV) January 18, 2016

This video is part of a series produced at CES which are sponsored by Adobe.

We spoke with him earlier this month at CES for this update on the evolving AT&T AdWorks offering.

This video is part of a series produced at CES which are sponsored by Adobe.

Vanderhook told Advertising Age last week that the MySpace adtech platform is ahead of Facebook’s.

Viant, previously know as Specific Media, purchased MySpace in for $35 million with Justin Timberlake in 2011.

This video is part of our series from CES presented by Adobe.

This video is part of Beet.TV’s coverage of International CES 2016 presented by Adobe.

“That new capital will help us fuel the growth,” co-founder Tal Chalozin tells Beet.TV in this video interview.

“More and more marketers believe video is the killer app.. We would like to double-down on our investment in product, R&D and international growth. Through 2016, you should see a lot of investment on the data side.”

The company’s core service has been re-tooling TV ad spots to offer interactivity during airing on digital channels. But Innovid spent much of 2015 hooking up partnerships to ensure those ads can be distributed more widely.

“We went app-by-app and device-by-device to ensure we can connect in to any platform,” Chalozin says, claiming the company’s tech is now “on 11 different devices, over 1,000 different apps”.

Amongst the latest was a banner hook-up with Roku, plus ensuring mobile, finally, has a greater role in driving on-screen engagement.

“We did a big integration on couponing on Apple Wallet and Passbook in to television, allowing you to press, one click, and send something to your phone. We’re doing a lot of work on pairing your phone in to the television. We believe engagement must be on a dual screen, you will not do all the engagement on the television.”

This video is part of a series of interviews about the transformation of television produced at CES and sponsored by Adobe.

Ad holding group WPP’s chief Sir Martin Sorrell recently said Facebook, the biggest exponent of the format, “has a lot of work to do” to demonstrate effectiveness, saying it was “ludicrous” to declare such videos watched after only three seconds.

Now, as part of the solution, Facebook is trying to help agencies think differently about how to use the ads better.

“We believe this is a problem worth solving,” Facebook global agency development director Patrick Harris tells Beet.TV in this video interview at the International CES show, where Facebook gave a presentation guiding advertisers to better use of the ads.

“We don’t have all the answers. That’s what we’ve been seeking to get this week in working with our agency partners. How do you build long-term brand equity in a mobile world with sound-off and auto-play?”

Harris’ answer doesn’t appear to be rejigging the measurement criteria or sound-off nature of auto-playing video ads themselves – he suggests that comes with the new mobile territory. But Facebook is giving advertisers guidance and making some tweaks to make better creative use of the format. Amongst them:

• “Teaching them… instead of putting that celebrity at the end of the 30 seconds, put them in the first three seconds.”
• “We’re starting to turn on things like captions. Rather than figure out what people are saying in the commercial (with sound off), could you have subtitles and captions … that allow you to figure out what’s going on contextually?”

“The way you build brand equity in mobile is going to be very different from the way you did in TV.”

Facebook reached an impressive eight billion daily video views in November, double the rate seen in April.

We spoke with Schappach at CES last week.  This video is part of our coverage of CES sponsored by Adobe.

The G+J deal means PubMatic will help enable programmatic mobile ads for brands including Spiegel and Vodafone live, after its mobile business grew by 200% early last year.

They sound like the kind of customers PubMatic is concentrating on, after seemingly axing others in 2015.

“Publisher networks have been a huge part of the business, but, in the last quarter or two, we’ve concentrated back and focused on our premium publisher business,” PubMatic president Kirk McDonald tells Beet.TV in this video interview.

“Intentionally, we moved away from some publishers who are just not, long-term, the right partners for us.

“We’ve concentrated toward premium publishers … In terms of a direct salesforce strategy, pricing and packaging is how they will differentiate their inventory sources from what is beginning to be a commoditized supply of inventory in the market.”

McDonald adds PubMatic continues to be publisher-centric, but has also launched features drawing buy-side customers.

We spoke with him at the MediaLink annual executive dinner at CES.

Our coverage of CES is sponsored by Adobe.

With consumption rising, Adobe Primetime has extended its services to broadcasters to include a range of advertising optimization solutions including the one recently announced with Videology.  Personalization has become increasingly important and that has lead to an integration with the Adobe Marketing Cloud, he adds.

We spoke with Helfand last week during International CES.   Beet.TV’s coverage of CES is sponsored by Adobe.

That’s the assessment of one exec in the thick of the ad-tech explosion, who says customers have more choice than ever.

“They want to apply the same techniques that have made online advertising so successful to these new connected video channels,” AppNexus president Michael Rubenstein tells Beet.TV in this video interview.

“Reaching consumers that are watching a Roku or accessing content through Amazon’s platform or through a Samsung smart tv or watching videos on Dailymotion… advertisers want to be able to speak with one voice to consumers and increase the relevance of their messaging by using data.”

Serving both publishers and advertisers, AppNexus offers a supply-side platform, ad server and yield optimization software. It has grown from its traditional core of programmatic ad supply by acquiring YieldX for optimization and OAS for ad serving.

“Publishers have never really had choice in ad technology,” Rubsenstein says. “DoubleClick has been the leader for the last 20 years. There hasn’t been a lot of competition. That’s changing now.”

This video is part of Beet.TV coverage of CES 2016 sponsored by Adobe.

“Every marketer, especially every B2C marketer, is going to make decision in the next five years about their first-party data,” he tells Beet.TV in this video interview.

How brands choose to use consumer data – both their own and from other sources – to target ads became a hot topic in 2015.

Rocket Fuel, which began by applying artificial intelligence to rate ad inventory, partnered with DISH in October to allow its advertisers to use “moment scoring” to target ads programmatically. The technology has been used by whisky brand Glenfiddich.

Wootton explains: “There is computational power you need to score that impression. (Rocket Fuel) is the machine learning-powered optimisation engine, DISH is the marketplace that creates the supply in their hub.

With moment scoring up and running, what does Wootton’s first full year in the job look like?

“Last year was mostly about the integration (of X+1),” he says. “We’re doing a couple of bets as we go forward:

1. “Brand. Programmatic TV is a perfect example of where we’re trying to help lead the industry in brand awareness, perception and building.”
2. “Continuing to build out our direct response capabilities.”
3. “Extending the programmatic platform to enable customers to do moment scoring.”

This video is part of Beet.TV coverage of CES 2016 sponsored by Adobe.

The publisher  has a host of productions on the go, but Maymann says appetite is voracious.

“When people log on to the internet, a third of what they do is watching online video,” he tells Beet.TV in this video interview. “Right now, when I look across our properties, we are at 20%, that means we are under-indexing.”

As well as videos on its existing roster of content sites, AOL these days also has a raft of original commissions, unveiled last to advertisers April in its NewFronts event. But, this year, Maymann says more video money will be put back in to the blogs that are part and parcel of AOL’s stable.

“We’re bringing investment back in to the brands,” he says. “We’re still doing originals but it will be HuffPo originals or TechCrunch originals. We’re doubling down on the properties we have to audiences we have – trying to create deeper video experiences and shows within those brands, rather than trying to create something on top that needs to attract a new brand. Thats where you’re really going to see investment dollars flow in

This video is part of Beet.TV coverage of CES 2016 sponsored by Adobe.

For an overview of the OTT solution and role of Adobe, we interviewed Kevin Towes, Principal Manager, Business Development, Adobe Primetime.

While the alliance on the video solution is new, Deloitte is a leading client integrator of Adobe’s enterprise products, notably the Marketing Clouds

This video is part of Beet.TV coverage of CES 2016 sponsored by Adobe.

His group is growing quickly, he says in this Beet.TV interview — and adds that two big client wins will be announced later this month.

We spoke with him about the agency, its roots in search and display, its management of DMP’s for many big companies and the roadmap for its programmatic operations.

We interviewed him during CES at the MediaLink opening night party.

Beet.TV’s coverage of CES 2016 is sponsored by Adobe.

With most of the reviews are over and there have been notable winners and losers, but the net share of business hasn’t  changed much, says Michael Kassan, Chairman & CEO of powerhouse media consultancy MediaLink.

MediaLink has participated in the reviews on behalf of several major brands.

While there hasn’t been big shift in share, the expectations of brands of their agencies are changing quickly, he says in this interview with Beet.TV

We spoke with him at the MediaLink opening night party at CES.

Beet.TV coverage of CES 2016 is sponsored by Adobe.

In these days of cashflow uncertainty, however, many bands and singers are only too happy to work with brands – and marketers are falling over themselves to buy in some music cool.

Havas Media Group and Universal Music Group consummated their affection 12 months ago, when they formed the Global Music Data Alliance, an initiative to “create powerful marketing and advertising opportunities for brands”. One year on, how does the program sound?

“All these examples have now been scaled in more than 30 countries, with dozens of implementations,” says Hamas Media Group global MD Dominique Delport, in this video interview with Beet.TV.

“It has been incredible – the pace, enthusiasm and motivation of everyone, even the artists.”

Delport says a banner example was this campaign for UK clothing etailer Very, which paid London duo Rizzle Kicks to re-record DJ Jazzy Jeff & The Fresh Prince’s “Summertime“.

“The 50 guys on the screen during the barbecue party, all the clothes were shoppable – one click and you buy it,” Delport says.

“The ROI has been 6-to-1 … for less than a half-a-million investment. All that has been possible because the data, brands and bands have worked together.”

Expect to see even closer working between bands and brands in 2016.

Our coverage of CES 2016 is presented by Adobe.

• More Devices, More Touchpoints,  More Connections Mean More Data: “The ever increasing number of devices, connections and consumer touchpoints mean more data and more ways to reach consumers and audiences”, says Swartz. This is an opportunity for marketers, but also more work and cost. Particularly, as video capable devices increase and evolve to 4K and Ultra High Definition (UHD) formats, the cost of creating content and advertising will only increase, making the business models more and more challenging despite the opening up of channels.  Wearables: Wearable technology was prevalent at the show, but many of these devices still need refinement in appearance and in convergence, Swartz explains.
• The Internet of Health: Wearables are not only finally getting pretty, but they are driving an evolution of ecosystems to power healthy lifestyles, which expand beyond smart watches and smart phone applications. It is clear to see the lines will continue to blur into the connected home and connected devices that are not personal or outside the home.
• Finally a Demand for Driverless Cars: Automotive manufacturers had numerous announcements about partnerships and their in vehicle entertainment and navigation systems. As vehicles become more connected, and high speed data is available in car, the ability to multi-task with email, etc. will begin to create need, demand and make driverless vehicles more relevant. This may be what Google has been waiting for to create a meaningful driver [consumer] value proposition.

Beet’s coverage of CES 2016 is sponsored by Adobe.

We spoke with him last night at CES about advertising and the big year of 2015 at AOL which included its sale to Verizon, several acquisitions and the integration of the Microsoft advertising operation which has put AOL back on international stage in a big way.

We met him at MediaLink’s annual CES Executive Dinner

Our coverage of CES 2016 is presented by Adobe.

Speaking from there, Havas Media Group global MD Dominique Delport concludes: “Every marketer should become a user experience designer. We are now living with apps. The way we interact with apps and technology will also define the way we brands and appreciate these brands.”

Havas seems to have been doing pretty well amid digital change. Delport says the agency has been winning “new brands, new partners, global accounts in more than 15, 20 countries every two months and a half”.

Despite industry debate over what agencies’ role is in an era when clients can perform some of their traditional functions using technology platforms, Delport asserts: “Brands need change agents”.

Now, new change is around the corner, built on recent developments in marketing automation. “Programmatic is providing a great help to target better, understand better,” Delport adds. “What can be automated will be automated – not only in advertising, in every compartment of our lives.

“Every product will contain some sensor that capture information to make our life easier, not more scary or more complicated. Simplicity needs to become that pillar of the way we think.”

Our coverage of CES is presented by Adobe.

He sees CES as sort of metaphor for WPP:  a place where content, data and technology are integrated. If he were to form a new WPP, that is how it would look.

As part of the transformation, WPP has invested in content companies Fullscreen and Vice; data and analytics concerns comScore and Rentrak and many others, he explains.  (The comScore investment is to close this month.)

Through this vast transformation from the “Mad Men” days, the importance of media has ascended.   He says “the medium has become more important than the message.”

We spoke with him yesterday at CES.  Our coverage of CES is presented by Adobe.