CANNES — Across the TV industry, MVPDs are examining how they can upgrade their ad sales processes.<\/p>\n

Taking a cue from online video ad sales, they want to start trading ads using data-infused insights, allowing advertisers to target audiences, not just content.<\/p>\n

Brian Golbere wants to help, though he says the prospect has a ways to go.<\/p>\n

“It provides a template for what things start to look like, rather than broad demographic buys off rated media,” Golbere says, describing the concept of advanced TV buying to Beet.TV i this video interview.<\/p>\n

“We\u2019re still in a very transitional phase. The scale and reach isn\u2019t there. Digital is overly complicated.”<\/p>\n

But Golbere<\/a>‘s company has been working at the opportunity longer than most. It first launched<\/a> in the UK in 2001, and is nowadays an engineering company focused on building algorithms for powering the decisioning inside ad trading systems.<\/p>\n

In the US, IPONWEB<\/a>‘s biggest customer is DISH, which Golbere says has a national footprint that could really give advanced TV a leg-up.<\/p>\n

“We\u2019ve built an SSP for them that takes their addressable, linear inventory and makes it available to DSPs,” he says. “It looks just like digital video, even though it\u2019s time-delayed for delivery to satellite.<\/p>\n

“(It\u2019s) a completely digital workflow, from the creative management to the bidding process, win notifications and then reporting on the backend.”<\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES — Across the TV industry, MVPDs are examining how they can upgrade their ad sales processes. Taking a cue from online video ad sales, they want to start trading ads using data-infused insights, allowing advertisers to target audiences, not just content. Brian Golbere wants to help, though he says the prospect has a ways […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6588],"tags":[6625,6626],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46850"}],"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=46850"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46850\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=46850"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=46850"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=46850"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}