SEVILLE – Government regulation “FCC 16-18<\/a>” may sound innocuous enough – but the implications of the Federal Communications Commission’s decision to open up set-top box hardware will be far-reaching.<\/p>\n The rule would compel cable companies to offer their programming not just over their own boxes but through those of third-party vendors, too.<\/p>\n One ad industry veteran things that is going to shake things up – and quickly. “This is going to have enormous implications for all advanced TV advertising,” according to Simlumedia CEO Dave Morgan, pointing to three big changes:<\/p>\n Morgan’s Simulmedia<\/a> helps advertisers place ads through new TV platforms, paying on guaranteed business outcomes.<\/p>\n “They\u2019re world is going to change on them whether they want it or not,” Morgan adds. “If they don\u2019t start availing themselves of data-driven TV advertising today, they\u2019re going to be caught flat-footed.”<\/p>\n This interview was recorded at the I-com Global Forum for Marketing and Data Measurement<\/a> in Seville, Spain, April 18 to 21. This video is\u00a0part of a series from the Forum sponsored by Xaxis. \u00a0Please visit this page<\/a> for more videos from Seville.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" SEVILLE – Government regulation “FCC 16-18” may sound innocuous enough – but the implications of the Federal Communications Commission’s decision to open up set-top box hardware will be far-reaching. The rule would compel cable companies to offer their programming not just over their own boxes but through those of third-party vendors, too. One ad industry […]<\/p>\n","protected":false},"author":15,"featured_media":39236,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5717],"tags":[5265,5354,3461,2782,2799],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/39229"}],"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=39229"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/39229\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/39236"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=39229"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=39229"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=39229"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n