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{"id":31589,"date":"2015-01-22T08:48:58","date_gmt":"2015-01-22T13:48:58","guid":{"rendered":"http:\/\/www.beet.tv\/?p=31589"},"modified":"2020-01-17T05:20:09","modified_gmt":"2020-01-17T10:20:09","slug":"cesgroupmgottlieb","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2015\/01\/cesgroupmgottlieb.html","title":{"rendered":"TV Advertising will be Sold by “Impression” (eventually) Group M’s Irwin Gotlieb"},"content":{"rendered":"

LAS VEGAS — The way TV ads are bought and sold is about to look a lot more like the web – but the web will have to look like TV first, says the chairman of the world’s largest media investment agency.<\/p>\n

“Television is sold on a 30-second spot basis, while digital is sold on an impression basis,” Group M’s\u00a0Irwin Gotlieb<\/a> tells Beet.TV in this video interview.\u00a0“Over time, television will begin go evolve in to the sale of impressions – that will gradually become the unit of sale.”<\/p>\n

But, today, there are some sticking points, Gotlieb says: “On the television side, we know what content parameters are – we know what kind of content we\u2019re buying (for advertisers)\u2026 \u00a0on the web side, not so much.<\/p>\n

“There\u2019s a lot of work that needs to be done to determine how best to filter the content on the web, to decide what\u2019s appropriate for clients and isn\u2019t.”<\/p>\n

He was interviewed for Beet.TV at the Consumer Electronics Show in Las Vegas.<\/p>\n

Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime.\u00a0Find all the\u00a0coverage here<\/a>.<\/div>\n","protected":false},"excerpt":{"rendered":"

LAS VEGAS — The way TV ads are bought and sold is about to look a lot more like the web – but the web will have to look like TV first, says the chairman of the world’s largest media investment agency. “Television is sold on a 30-second spot basis, while digital is sold on […]<\/p>\n","protected":false},"author":15,"featured_media":31625,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[4869],"tags":[2950,4007,4079,2782],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/31589"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=31589"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/31589\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/31625"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=31589"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=31589"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=31589"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}