“You’ve got a lot going on, but ultimately each of these companies needs to figure out a strategy that ensures that the video that they’re producing and that they’re delivering is getting watched and that it’s being monetized to build a business,” the company’s CRO says.

On the publisher side, IRIS.TV has a video personalization and programming platform that drives more views and guides content strategy and makes your site. For marketers it’s a marketplace for distributing branded video and sponsored content in-stream alongside editorial video across the company’s publisher clients.

Through integrations across the ecosystem of video players and content management systems, IRIS.TV acts as “a brain in terms of helping to decide what is the best most relevant video that any individual should be seeing at any given period of time,” Harrison says in this Beet.TV interview at the recent Tru Optik InFronts event.

The company’s focus is on the “core video environment” of major news, sports, lifestyle, entertainment media companies. More people watching more video ultimately results in more ad inventory being created.

“And if there’s more ad inventory, then it’s also about ensuring that you are highly relevant in terms of the advertising that you show,” says Harrison, who joined IRIS.TV a year ago from Oracle Data Cloud. “So we start to match up the context of the video to the actual context of the ads which solves for both sides of the equation.”

The key has always been about finding “the right mix of advertising or subscriber based-models” against content, something for which companies like AT&T Disney, Fox and others are spending considerable resources. The end goal for all, according to Harrison, is “to be viable.”

This video is part of Beet.TV’s coverage of the Tru Optik InFronts 2019, NYC. The series is sponsored by Tru Optik. For additional videos, please visit this page.

Williamson held various roles at Cox beginning in 2006, with stops along the way at Cumulus Media and Nielsen Audio. Upon assuming her present role, “we really felt like we had a right to win in video,” Williamson says in this Beet.TV interview at the recent Tru Optik InFronts event in Manhattan.

What she’s seeing in OTT “is an early adoption through great partners like Tru Optik where we can start to understand cookie data into the household level through their graphing,” Williamson says.

One thing that’s needed is “a little bit more scale. So now we look at models.” This is because unlike traditional television metrics based on panel-based, probabilistic data, “Within digital we really value one-to-one type of transactions” requiring a different kind of modeling.

“What we’re trying to figure out now is how to we take the best of both and create a new type of model or new type of application with data to be able to not only be more effective and efficient in our targeting, but also have more accountability on the back end with performance.”

It’s long been said of broadcast and cable that people would buy local if it were more easy and efficient. “Who wouldn’t want a strategic plan for every single DMA? We know when you buy national you get very heavy in the top five markets and then typically national advertisers come back in and fill in in the scatter market.

“So I think we’re getting to a point where with more addressable television, those lines between national and local are getting very blurred because you can get much more targeted than you could in the past with linear.”

This video is part of Beet.TV’s coverage of the Tru Optik InFronts 2019, NYC. The series is sponsored by Tru Optik. For additional videos, please visit this page.

“We saw early on the continued growth of connected TV and OTT supply and obviously it continues to increase dramatically,” the SVP of Data & Client Strategy says in this Beet.TV interview at the recent Tru Optik InFronts event in Manhattan.

“But the need to think about that supply in an addressable format really wasn’t available until Tru Optik came to marketplace bringing data assets and appending attributes to an IP address.”

Amobee’s integration with Tru Optik included the ability to do addressable targeting across connected TV but also support opt out, “which was a key factor around privacy and the needs for us to support a single opt out across all video devices.

“It wasn’t until our integration with TO that we really were able to start powering addressable powering across OTT and connected TV supply. It’s very much needed,” Schleider says.

One result was an increase of brands wanting to access that supply. Some weren’t going in that direction because in the digital world brands were used to being addressable on digital video and on mobile video and display.

“And so they really didn’t think about connected TV, OTT as an option until the addressable aspects really started growing and the ability to target against that supply became more available.”

As soon as that addressable targeting became available, “we found more brands adopting those channels because they could frequently cap and they use first- and third-party data to reach audiences on the big screen in an addressable format,” Schleider says.

Because of limited addressable linear TV across MVPD’s, “connected TV really filled a gap in the addressable linear side because of the IP-based capabilities that Tru Optik helped bring to marketplace.”

Meanwhile, Amobee has been quite active overseas. A week ago ITV, the UK’s biggest commercial broadcaster, announced an exclusive UK and Ireland licensing agreement with Amobee for end-to-end programmatic buying and selling of premium video inventory on the ITV Hub. According to a news release, it will enable ITV to launch a new, fully programmatic, premium advanced advertising platform giving advertisers complete control over the purchasing of their campaigns across ITV’s premium VOD service, the ITV Hub.

This video is part of Beet.TV’s coverage of the Tru Optik InFronts 2019, NYC. The series is sponsored by Tru Optik. For additional videos, please visit this page.