Now, because in-house talent at companies like Verizon are in close in proximity to corporate leadership, among other factors, “that is attracting creatives because they get to see more of their work actually go on air than when you work at an external agency,” Warren Chase explains in this Beet.TV interview at the recent Association of National Advertisers’ In-House Agency Conference.

It all begins with finding the right talent and defining—and, more to the point, confining—the in-house staffers’ day-to-day roles, according to Chase, who spent more than two decades at BBDO Worldwide and a brief stint at Wunderman. He makes the job of finding in-house prospects sound rather old-school compared to today’s Internet-intensive, algorithm-driven job application machinations.

“Most effective to us has been to pick up the phone and call the people that you worked with before,” says Chase. “This is a business where if you’re a creative, you’re in it for life, that’s what you do. You build multiple relationships with people throughout your career.”

Asked about creating an in-house organization from scratch and managing workflow and asset management, Chase cites the brilliance of the “business gaze” that was Verizon’s strategy. There is a scope of work, staffing plan and specific funding.

“I am not a catchall department that anybody can call within the Verizon organization and say, ‘hey I need help with a banner, can you design something for me?’ We don’t do that work. We keep all of that unfunded work at bay.”

The key to collaborating and getting along with Verizon’s external agencies rests on establishing clarity when it comes to responsibilities and swim lanes.

“We don’t want to be seen as the team that is going to come in and steal business from agencies,” Chase says. “We don’t pitch against other agencies. Agencies are not briefed to pitch against each other. We don’t find that that contributes to the overall strength of the relationship or the quality of the work that ends up going out.”

He’s excited that Verizon is “finally taking off the hat of being just a telecom and being a technology company,” including being the first company worldwide to launch 5G as a technology platform. “The things that you are going to be able to do with that are just unimaginable at this point.”

This video is part of Beet.TV’s coverage of the ANA In-House Agency Conference.   This series is sponsored by Extreme Reach.  For more videos please visit this page.

The annual gathering will unite dozens of executives in advertising and media, with this year’s theme being It’s Consumer First in TV Land.  Among the participants will be representatives from GroupM, IPG MediaBrands, Target, Nissan, Discover, Comcast, NCC, Oath, Google, comScore, Nielsen, DISH, Amobee,  FOX Networks, Turner Broadcasting and NBCUniversal.

“I really think we’re at a turning point,” says Colella. “Now we’re seeing giant publishers come together making the inventory available. We’re making standards like what we’re seeing happen in digital, that’s happening now for linear.

“We’ve always participated in the Beet Retreat so we’ve made a lot of great connections,” Colella adds. “But I also feel that the conversations that happen with the other providers really moves the industry forward.”

And while advertisers and agencies heretofore have “really struggled” with the difficulties involved in audience buying and advanced advertising, “we continue to make it easier and band together to really work on what’s going to bring the whole industry forward, not just ourselves,” Colella says.

Beet Retreat 2018 will involve three days of high-level panels, group conversations, one-on-one video interviews and extraordinary networking events and interactions.

In addition to covering the world of advanced TV, the Retreat will examine the changes and broader implications for the media industry from the devastation wrought by Hurricane Maria in 2017 led by executives from Procter & Gamble, Hearts & Science, Telemundo and GroupM

Confirmed speakers:

Kevin Arrix, SVP, DISH Media

Mike Baker, CEO, dataxu

Robert Bareuther, SVP, Business development. iSpot.tv

Craig Berkley, Head of Revenue, TV | LiveRamp

Mike Bologna, President, one-2-one media, Cadent

Joe Cashan, Chief Marketing Manager, Nissan

Tal Chalozin, CTO and Co-Founder, Innovid

Dave Clark, EVP, Advanced Advertising, Comcast & GM FreeWheel

Andres Claudio, Managing Director, Hearts & Science/Omnicom, Puerto Rico

Denise Colella, SVP, Advanced Advertising Products and Strategy NBCU

Jacqueline Corbelli, Founder, Chairman, CEO BrightLine Partners LLC

Jose Cancela, President, Telemundo/NBCU Puerto Rico

Brad Danaher, Television Partner Director, Experian

Julie DeTraglia, Head of Research, Hulu

Peter Dolchin, Head of Telco/Video Partnerships, Google

Mark Gall, Chief Revenue Officer, Alphonso

Adam Gerber, President, Global Media Investment, Essence (GroupM)

Anupam Gupta, Chief Revenue Officer, 4C Insights

Jason Harrison, President, Client Partners, Essence (GroupM)

Ethan Heftman, VP, Precision/Performance, A+E Networks

Freddie Hernandez, Managing Director, P&G, Puerto Rico

Carol Hinnant, EVP, National TV, comScore

David Hohman, EVP & Managing Director, Nielsen

Walt Horstman, SVP, Advanced Media,Tivo

Evan Hovorka, Director – Digital Media and Data Products, Target

Brett Hurwitz, Business Lead, Advanced TV, OATH/Verizon

Nick Jazarian, Media Director, Target

Marissa Jimenez, President, Modi Media (GroupM)

Brad Kilmer, SVP Advanced TV Solutions, NinthDecimal

Vijay Konduru, VP Brand Sponsorships and Media, Discover

Noah Levine, SVP, Advertising, Data and Technology, FOX TV Networks

Adam Lowy, Director of Advanced TV & Digital Sales, DISH Media

Eric Matthewson, CEO, WideOrbit

Jodie McAfee, SVP, Sales Marketing, Inscape (VIZIO)

Matt O’Grady, CEO, Nielsen Catalina Solutions

Jay Prasad, Chief Strategy/Business Officer, VideoAmp

Brian Norris, SVP, Audience Sales, NBCUniversal

Nicolle Pangis, CEO, NCC Media (Comcast/Charter/Cox)

Jessie Reddis, Chief Innovation Officer, Turner Broadcasting

Neil Smith, GM, FreeWheel Markets

Frans Vermeulen, COO, TruOptik

Andrew Ward, President, NCC Media (Comcast/Charter/Cox)

Anthony Yi, GM, Business Development, Amobee

Moderating the discussions will be:

Phil Cowdell, Global President, Client Services, GroupM

Joanna O’Connell, VP, Principal Analyst, Forrester

Matt Prohaska, CEO, Prohaska Consulting

Howard Shimmel, President, Janus Strategy and Insights, LLC

Ashley Swartz, CEO, Furious Corp Special

Guest Speaker: Olga Ramos, President, Boys and Girls Clubs of Puerto Rico

To attend the conference, contact info@beet.tv

The Beet Retreat is presented by

Title Sponsor

Presenting Sponsors

“And now comes the heavy lifting,” says Brian Gleason, CEO, Performance Media Group, GroupM. “From a vision, I think they’re spot-on.”

In this interview with Beet.TV at the Xandr Relevance Conference, Gleason talks about Xander’s expected ambitions in the media ecosystem and why it has a leg up on Verizon in pulling together data and technology.

Having AT&T CEO Randall Stephenson present at the conference shows support for what Xandr is setting out to do, according to Gleason. “When you look at AT&T as a company, they’re massive. I think Randall said they spend more in the U.S. than any other company. You start to tie those things together and I think they outlined it quite well.”

In addition to data, a 142-year track record is “important when we think about things like trust. I think the title of the conference with Relevance is exactly what it should be, is how do they make all of those things relevant and put them together in a way that fulfills the ambition of making advertising matter.”

Asked about Xandr’s influence on the buy-side and sell-side, Gleason says the company has to be “an ecosystem play,” with its AppNexus acquisition providing the pipes. “The next step will be, is there other assets that you could put alongside that inventory in the marketplace itself? Can they bring data to it?”

He notes that Verizon had “a similar ambition and was never able to connect the data to the inventory. They had a little bit more of a plumbing problem as well because they had a lot of different technologies to try to stich them together. So I think the execution is critical.”

The end result of the execution must be performance, data and technology aligned with advertisers’ goals to “achieve actual outcomes. It’s not as easy as people think.

“AT&T we look to as a key partner in being able and hopefully enable us with more tools to connect those different assets together, which will enable our brands,” says Gleason.

This video is part of a series leading up to, and covering the Xandr Relevance Conference in Santa Barbara. For more videos from the series, please visit this page. This Beet.TV program is sponsored by Xandr, a unit of AT&T.

“But also we are thinking about commerce” and “how advertisers can transact on our platforms and we can deliver results. And I think that’s the most important thing,” Lucas adds in this interview with Beet.TV at the Digital Content NewFronts 2018.

Having recently joined Oath from Snap Inc., Lucas is clear about Oath’s overriding mission, which can be summarized thusly: How it uses data to create content, “to deliver consumers and associate them with the right content and the right advertisers, contextually.”

He hopes that NewFronts attendees left Oath’s presentation “feeling that there’s so much value in what we’re bringing to the table with the four pillars of deep content.”

Oath is squarely focused on being a mobile-first entity because that’s where people want content, according to Lucas.

“People wonder why ratings are going down, down, down and advertisers are paying more, more and more. It’s because the consumer wants to see it when they want it, all the time. In their pocket, on their phone.”

To sum things up, he offers a baseball metaphor. “You associate that with a brand-safe environment, with data for targeting and data for measurement and third-party measurement, I think you’re delivering a home run.”

This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.

As Oath sorts out the DSP solution, “We’re very sincerely aligned with wanting to go from a Wild West to a real, trusted environment,” DeVine says in this interview with Beet.TV at the Annual Leadership Meeting of the Interactive Advertising Bureau. “We want to have an open platform and an open ecosystem where we bring technology that as an advertiser and as a brand builder you can trust.”

Such an open system means advertisers can bring to the table their own data, validation and measurement so that “we’re not grading our own homework so that you as an advertiser feel comfortable with the ROI, the results and the delivery of your message to our universe of users.”

The unified DSP is based mostly on the BrightRoll code base “but it pulls in ad learn and other features of the ONE by AOL DSP,” says DeVine. “We’re cross-coding right now the features and functionality of both into the combined platform.”

As The Drum has reported, Oath hopes to have the unified DSP by the end of 2018, along with two ad exchanges—one for video and the other for mobile.

According to DeVine, Oath is working on establishing “a common interface, features and functionality” between its Gemini native platform and the single DSP “so advertisers have one plug-in, one place to go.”

What Verizon has invested in with its separate acquisitions of AOL and Yahoo is growth. In addition to consolidating Oath’s tech assets, “We also know that growth starts with our consumer relationship and so our energies are going very aggressively toward that consumer interface”

Oath’s mobile-first regimen was bolstered in late 2017 with the addition of live-streaming NFL games, a five-year deal that Recode estimates will cost Verizon more than $1.5 billion.

“On the advertising side, we’re going to continue to push on creative ad formats. We want ads to be great for consumers and advertisers,” says DeVine.

This video is part of a series covering the IAB Annual Leadership Meeting. The series is sponsored by AppNexus. Please visit this page for more coverage.

“Build brands people love” is the mantra of the amalgamation of AOL and Yahoo that is Oath. Fittingly, the company has decided to share its “love” with advertisers and consumers at its love.com site. There resides a wealth of data from some 150,000 consumers in 13 countries to reveal what makes them love their most trusted brands.

“We love this opportunity of using what we have as an asset and let it be shared across the industry, and it’s something you’re gong to see more of,” says Tim Mahlman, President, Advertising & Publisher Strategy, Oath.

In this interview with Beet.TV at Oath’s first appearance at the annual CES confab, Mahlman explains the company’s mobile-first video push and how it intends to go big on such venerable brands as Yahoo. An example of the latter is the recently announced deal between Verizon and the National Football League. As CNBC reports, fans can live-stream playoff games on the Yahoo Sports app, a deal with the sports league that is pegged at more than $1.5 billion over five years.

“We still very much want to double down on properties like Yahoo and within that the Yahoo Finance property and Yahoo sports,” Mahlman says. “Those are still big, behemoth organizations that have massive followings, especially on the app ecosystem.”

Two themes Mahlman cites going forward are advertisers’ continued concern over ad-serving transparency and creating unique ad formats for consumers, particularly in the mobile video realm. As for the former, he says, “It really comes down to transparency and trust. It’s something we saw happen in 2017 where there’s been some turmoil.”

The need for more engaging formats is necessary to prevent consumers from shutting out ads altogether. “If we don’t take amore proactive approach on it, we could see ourselves in a much different situation.”

Mahlman believes that video needs to be “democratized” and “ubiquitous” because there’s no accounting for public taste. However, the caveat for publishers is the risk of going it on their own for video production. “If you try to produce the content on your own and you don’t get the engagement, it’s a heavy cost,” Mahlman adds.

Because it’s a wired network that doesn’t rely on satellite technology, “we have closer to a real-time connection to the household,” says Brett Hurwitz, Business Lead, Advanced TV at Oath, the new Verizon subsidiary.

When the Fios addressable offering became available in the fall of 2016, it added some 4.5 million homes to the addressable TV ecosystem—increasing it by about 14%, Hurwitz explains in this interview at the recent Beet Retreat Miami 2017.

“We have great representation in areas where some of the other players in addressable are under-represented, particularly in major cities where satellite dishes are a little less commonly seen,” says Hurwitz.

Speed has its advantages, among them the ability to deploy campaigns in days as opposed to weeks, swapping out creative quickly and swiftly generating data for back-end campaign attribution.

“We also have reporting from 100% of set-top boxes,” says Hurwitz. “So there’s no modeling when attribution studies are done within our household addressable footprint.”

He’s seeing roughly two categories of marketers taking up addressable TV: those with specific audiences that are thought to be in-market for certain products or services, and some that have broad targets and aren’t readily inclined to pay a premium for addressable inventory.

“But what we’re seeing a bunch of innovators do is take a portion of their linear TV budget, spend it in addressable and through the backend reporting that’s possible through addressable use that information to inform their linear TV buying,” Hurwitz says.

This can help to unearth audience insights from data showing number of impressions delivered on specific networks and particular times of day. For example, “I never realized that my target audience watched a lot of Bravo.”

Part of the educational aspect of addressable TV is explaining and rationalizing CPM’s and ECPM’s. “That’s a process for advertisers to go through as well as the agencies,” Hurwitz adds. “Some agencies are further along in arming their teams to work with clients to explain the value of addressable television.”

This video was produced at the Beet Retreat Miami, 2017 presented by Videology along with Alphonso and 605. For more videos from the event, please visit this page.

Oath Chief Revenue Officer John DeVine spends much of his time at events like Advertising Week in Manhattan explaining how all of these assets are coming together, along with the melding of the teams and culture of AOL and Yahoo.

“We are consolidating the ad stack to make it ultra simple for our users,” DeVine says in this interview with Beet.TV while attending the Advertising Week festivities.

To help communicate all of the changes under way, Oath in late September launched a global brand campaign called #BuildYourBrand, which spans nine global markets and underscores the company’s differentiators across mobile, video and data for advertisers, publishers and partners, according to a news release.

Oath is a portfolio of more than 50 media and tech entities that Verizon accumulated with its acquisition of AOL and more recently Yahoo. According to DeVine, the company knows it needs to be “consumer first” when it comes to content.

“We have a beautiful garden of properties. We’re going to continue to grow, water and nourish and build that garden for consumers,” says DeVine.

Implicit in the choice of Oath as its own brand name is being open not only about the various consolidations apace but also how the company will operate going forward, given the delicate relations between brands and the digital ecosphere.

“We believe that programmatic advertising can be done with trust and advertisers can maintain control of their brands while they’re journeying into the programmatic space,” he adds.

Among other tactics in the mobile space, where 70% of Oath’s users interact with the company, Verizon plans to share hashed ID’s from its subscriber base for targeting on any AOL or Yahoo property, as well as for media bought through its platforms, AdExchanger reports.

Given its big footprint on the buy side and sell side, Oath is keenly aware that marketers aren’t going to let up on their demands for more open digital dealings.

“Advertisers are not happy with the way they’re being served. They’re not happy with the trust and transparency. At Oath we’re leaning directly into that,” DeVine says.

Oath is a portfolio of more than 50 media and tech entities that Verizon accumulated with its acquisition of AOL and, most recently, Yahoo. It’s hoping that its “ton of quality brands” from Yahoo’s news and sports franchises to Huffington Post, TechCrunch and others will represent a trusted port for marketers in a sea of not always reputable options.

“We’re really excited about the reaction we’re getting to the Oath name and the Oath brand and the Oath value proposition,” says DeVine as the company made its debut at the Cannes Lions Festival of Creativity.

Oath is hoping that the perception of trust will be a big differentiator.

“When you put the trusted brands, the trusted data and the trusted distribution together, we think there’s really an opportunity that the marketplace is looking for to build brands with trust,” says DeVine, who served in the Navy before founding and leading McKinsey & Co’s B2B/B2C Customer Experience Practice. He joined Yahoo four years ago.

Mobile, video and content marketing are keystones of the company’s strategy. “We think brands will be built on the mobile device,” he says. “Oath is investing in building out quality video ad supply but also really innovative ad positions that let marketers and let brand builders get their brand out in video.”

At Cannes, DeVine is inspired by the work he’s seen in virtual and augmented reality, 360 video and holographic advertising, among other things. “It’s just great to see the innovation that’s happening.”

He also perceives a desire on the part of marketers to change the way they engage with consumers on their phones. Not just a “one-way, interruptive ad protocol but something that’s really much more interactive and two-way.

“So I think the creativity that’s happening there around the mobile device and the way to bring brands through the phone is really energizing.”

This video is part of Beet.TV’s Coverage of Cannes Lions 2017. For more from the series, please visit this page.

Using digital pipes instead of coaxial wiring, Awesomeness picked up early funding and set out to capture Gen Z—youths 12 to 24. Just as cable TV networks “erupted out of the new operators that created cable systems, digital was allowing us to do the same,” says AwesomenessTV President Brett Bouttier.

“We starting investing in shows and talent and building a brand for this demographic,” Bouttier explains in this interview with Beet.TV. “Because we listened to them a lot and we communicate with them, the brand really took off and it’s become a massive success.”

The company started with funding from YouTube and venture capitalists and progressed to a who’s who of investors, including DreamWorks Animation. It’s now owned by Comcast, Hearst Corp. and Verizon “who are themselves figuring out what the future of media distribution and programming looks like. We’re a great fit.”

DreamWorks “really encouraged us and gave us rocket fuel to continue to be entrepreneurial and innovative,” says Bouttier.

During the 2017 NewFronts, Awesomeness announced it is getting into the news business, catering to the way its audience responds to news events. “They’re responding by wanting to get actively involved,” says Bouttier. “What they can do now. How they can make a difference.”

What used to be called digital or TV or film, it’s now just about making good programming. “Our job is to build audience” with a demographic that, according to Bouttier, influences some $200 billion in annual household spending.

“And they literally will be the largest generation ever,” he says of GenZ.

This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page.

“It’s not about writing a check and being part of something,” says Chris Weil, Chairman and CEO of brand marketing agency Momentum Worldwide. “You’re borrowing the equity of a team, a celebrity, a league and you’re borrowing their audience and you’re trying to connect with them.”

In the sports sponsorship world, whether it’s American Express, United Airlines, Coca-Cola, SAP or Verizon, “A sponsorship is a borrowed equity programming,” Weil says in this interview with Beet.TV at the 2017 Transformation conference of the 4A’s.

So if one looks at what brands are trying to do with content, the learnings from many years of sponsorship marketing come to the fore. It’s about how to create content “that is not just push messaging but is about how you add utility and value to the consumer’s life and to their experience,” Weil says.

In other words, successfully sponsoring content always begins with the audience and the value exchange, but the most important part is the desired connection. “Everybody talks about targeting, targeting, targeting and how we’re going to deliver the specific message at the specific moment,” says Weill. “The reality is that more than targeting it’s the creative. How are you actually going to deliver a message that somebody cares about at a given time.”

Asked about measuring ROI on sponsored content, Weil eschews things like viewability and click-through rates. “Those are just distractions to what the real game is, which is to drive growth for our clients,” Weil adds, citing Procter & Gamble Chief Brand Officer Marc Pritchard’s comments at Transformation about the importance of P&G’s agency partners.

When it comes to leveraging influencer audiences online, Weil says that in order to guarantee earned reach there has to be a buy involved. “Things don’t go viral just simply to go viral. You have to look at how you use influencer audiences to help expand and amplify your message. And that is a value exchange that typically is money,” Weil says.

This video is part of series produced in Los Angeles at the 4A’s Transformation ’17. The series is sponsored by Extreme Reach. For more videos from the conference, please visit this page.

In this interview with Beet.TV at the Mobile World Congress 2017, Delport opines that while this year is one of transition and incremental innovation, there’s no ignoring the strides being made by telcos. “They are organizing our digital life. They just want to be back in the race,” he says.

Artificial intelligence is one means of gaining the upper hand with mobile users. Delport cites Telefónica’s announcement at MWC heralding its new AURA platform, which the company describes as “the basis for a new relationship model with customers.” AURA will make “cognitive sense” out of the flow of user data while giving users the means to control which data are used, the company says.

Augmented knowledge about mobile device users, including sharing of devices, will help telcos understand “all these weak signals that will be activated for advertising purposes,” Delport says.

Surveying the landscape of major U.S. players like AT&T and Verizon upping the ante on content creation, he says it’s a clear sign that “convergence is back.” It’s a major reason why telcos induce users to sign up for bigger data packages so that they spend more time consuming content.

Responding to the desire for premium content, Vivendi Content in Latin America and Europe recently launched Studio+, which the company describes as “the first global premium short series offer for mobiles.” Delport, who is also Chairman of Vivendi Content, describes the offering as 10-minute episodes in a series of 10.

The backdrop to the telcos’ advertising and content plays is the increasing integration on the part of  Amazon, Apple, Facebook and Google. “They are fascinating but also a bit scary for the other players,” he says.

Delport refers to a prediction that in the next three years, 80% of mobile bandwidth will be consumed by mobile video. “It’s just beginning,” he says.

This video was produced in Barcelona at the Mobile World Congress 2017. The series is sponsored by Turner. Please visit this page for additional segments from MWC.

From year to year at CES, Shlachter sees a lot of incremental changes in technology, particularly regarding connected vehicles and homes. “For me what’s most interesting is what can we do with that? It’s been a promise for a long time and I think it’s going to become more of a reality now, particularly between the car and the home and the person itself,” he says.

Uniform standards for targeting people with ads one-on-one and measuring the results will provide “better value for consumers and make more use out of the space that we play in,” he adds.

The convergence of the digital and traditional media worlds now more than ever is opening a whole new world of opportunities from a creative standpoint, according to Shlachter. However, new approaches are needed to move things along.

“We have to get past the days of trying to fit one creative concept into a lot of different screens and formats, because we see that it doesn’t work as well,” Shlachter says before acknowledging that it’s hard to create a lot of native experiences for every single platform across a 360-degree media plan.

Finding better ways to integrate data and technology to automate creative delivery will be more useful than trying to “create some one-size-fits-all messaging that may help us scale but may not pay off,” he says.

In the meantime, Shlachter is excited about the one-to-many approach that Verizon took when partnering with other companies to live-stream the Macy’s Thanksgiving Day Parade in 2016. As Broadcasting & Cable reports, NBCUniversal produced a live stream of the parade separate from NBC’s broadcast that was shot with 360-degree cameras and viewable on Verizon’s YouTube page.

Calling it a “monumental effort,” Shlachter says Verizon garnered “a ton of positive feedback and sentiment from everything we were able to measure.”

This video was produced as part Beet. TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.

Last month, Facebook apologized after major agencies became aware that the social media behemoth had erred in the way it computed one of its video viewing metrics, as The Wall Street Journal reports. It’s something that’s “been blown out of every proportion,” de Nardis says in an interview with BeetTV at the annual IAB MIXX conference in Manhattan.

“Let’s not make it a huge problem, because it’s been managed quite well,” he says, adding that Carolyn Everson, Facebook’s VP of Global Marketing Solutions, “has been very forthcoming with their explanation. Mistakes happen, so let’s learn from them.”

Nonetheless, there is a bigger issue at hand. “It proves the point that we need third-party measurement, we need more control over the data and I think the whole industry needs to evolve in a better direction,” says de Nardis. “Third-party measurement is a key part of it and I think we need more consistency in the way it’s applied.”

When the subject turns to Twitter, one senses that like much of the ad world, de Nardis wishes for a speedier denouement.

“I just wish that Twitter finds their roots, they find the right place where they want to be because there has been too much speculation,” says deNardis. “I think they need to have the time just to focus on what they want to do without the speculation of a possible acquisition. Whatever it is, I hope it happens quickly, if it has to happen at all.”

A logical ending would be for Twitter to remain a media company, “because that’s what they have become,” possibly becoming integral to a bigger media organization, according to de Nardis.

The union of Verizon and Yahoo holds the potential for “where one plus one does not equal two but four or five,” de Nardis believes. “I look forward to what Verizon is going to do with its new assets.”

Asked about addressable advertising, he notes that one-to-one marketing has been a desire for at least two decades. “I think the big difference now is that one to one marketing at scale is possible. I think everything’s becoming addressable. It’s becoming the norm.”

This video is part of Beet.TV’s coverage of the IAB MIXX Conference, 2016, presented by The TradeDesk. Please find additional videos from the Conference here.

“Verizon feels they have an oil field filled with valuable data, AOL has the rig to get that data out and make it valuable to advertisers and to customers,” according to AOL Platforms CTO Seth Demsey. “How do we use this data to make customers’ content viewing experiences better, more powerful?”

Demsey says: “We don’t have specifics to talk about yet, but that’s the general direction that we’re heading … Personalizing the internet, powering that with Verizon’s data.

“We tend to think about what we do in verticals – social, video, mobile, mobile video, display, rich formats, traditional, radio, outdoor, in-store. The reality is, we only live in a single world – weaned tooling, data, insights and actionable results to enable us to manage all of things together in one complete world. The Verizon data is a powerful enabler of connecting the real world to the digital world.”

TechCrunch reports AOL CEO Tim Armstrong this month defended reported plans for Verizon’s involvement in AOL ad data usage.

The Go90 app will be available this Thursday, CNET reports.

Consumers don’t want to subscribe to channels they pay for but don’t watch, he says. They want to pick channel affiliations or individual programs to watch, Middleton says. That’s why some video services are migrating to IP-based and over-the-top models. “What will consumer video subscriptions look like?” he asks. “Will they fragment with more studios coming out with content portals and content applications? Will we see micro-aggregators around special interest areas? Or personalized subscriptions?”

Verizon’s media services business has been formed recently with the acquisitions of CDN company Edgecast and uPlynk.

We spoke with Middleton at the NAB Show following his panel which was part of the Online Video Conference.