“(It) is going to allow us the opportunity to live-sync digital audiences with a TV set using first- or third-party data, which gives us this universal view of the value of audience,” according to the company’s programmatic TV VP Randy Cooke.

“That’s ultimately what we’re getting at here, is ‘What is that value of audience and how can a media owner extract that value across all distribution channels?’

“(The) long-term goal here is to enable media owners with sort of a closed loop view of RROIY at a campaign level. If you think about the ability to sync audiences across screens, what you effectively can do is create a campaign stream for a media owner that allows them to value inventory inside of a campaign.”

This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.

You can find more videos from the Beet Retreat on this page.

But that is easier said than done.

“One of the challenges in bringing about this programmatic ubiquity is the fact we are talking about two distinct business models here,” says SpotX programmatic TV VP Randy Cooke, whose company is one of many vendors addressing the problem.

“Television (broadcast model) monetizes at the point of content distribution; with unicast (digital IP streams), we’re monetising consumption where there is real-time audience discovery.”

To help out, SpotX recently began working with Clypd, a television ad targeting optimization platform vendor, to enable cross-screen ad buying.

“We’re building tools to allow the business models .. to co-exist in a singular ecosystem,” Cooke adds.

This video is part of the series Programmatic Video at a Turning Point, presented by SpotX. You can find additional videos from the series here.  

It boils down to “four buckets”, says video ad tech platform SpotXchange’s programmatic TV VP Randy Cooke:

1. “Linear stream is going to benefit from a tremendous amount of optimization.”
2. “Addressability.”
3. “Dynamic ad insertion.”
4. “Connected TV.”

All four of those provide opportunities, not only for the TV operators but also for content owners themselves.

Being able to build out a supply-side platform that enables the content owners and TV operators to monetize impressions across all four of those buckets is where programmatic ultimately ends up.

SpotXchange also just released its white paper on programmatic TV for ad sellers.

Cooke was interviewed by Beet.TV at the IAB Annual Leadership Meeting.

Beet.TV coverage of the IAB meeting was sponsored by SpotXchange.