As Tim Hanlon surveys the advanced television landscape, he sees \u201ca quickening in the pace\u201d of all things actionable. \u201cLiterally just six to 12 months ago, you couldn\u2019t have an intelligent conversation about how television and data truly work together,\u201d says the Founder & CEO of The Vertere Group.<\/p>\n

Things like attribution from set-top box data to blockchain technology for programmatic transactions are suddenly in the mainstream.<\/p>\n

\u201cThese are all things that literally in the last year have gone from just general concepts to truly actionable items,\u201d Hanlon says in this interview with Beet.TV.<\/p>\n

Much of the change has been embraced by legacy TV and upstart digital players alike. As for the former, Hanlon points to Comcast \u201cwith lots of different toeholds\u201d in the business, from NBCUniversal to ecosystem technology providers.<\/p>\n

\u201cComcast is maybe the leading media company now with all of those assets under one roof. That is an exquisite position to influence how the future of advertising on television and or video looks and feels and is shaped,\u201d Hanlon<\/a> observes.<\/p>\n

Then there is Google, a pure play digital adtech firm \u201cwanting to get into the television industry in a big way.\u201d<\/p>\n

Although in some respects, Comcast and Google could be viewed as \u201ctwo warring titans for the future of TV advertising,\u201d they actually might need each other.<\/p>\n

\u201cThat\u2019s the exciting part of how the future of television advertising is evolving.\u201d<\/p>\n

Vertere provides consulting and advisory services to companies of all sizes \u201cor financial folks in between who are trying to figure each other out.\u201d<\/p>\n

It could be a TV network struggling with adopting programmatic or incorporating data into its sales process. These clients might need to consider collaborating with startups \u201cand companies on the outside.\u201d<\/p>\n

Conversely, early stage companies are \u201ctrying to get on the radars of some of these big media firms.\u201d In between are \u201ca ton of financial folks.\u201d<\/p>\n

The insights of a third party can help to marry assets and opportunities. \u201cWe spend more of our time having those kinds of conversations than we ever have before,\u201d Hanlon says.<\/p>\n

This video is part of a series of Beet.TV\u2019s coverage of the Advanced Advertising conference held during NYC TV Week. Beet.TV\u2019s coverage is presented by 4C Insights. Please find additional videos on this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

As Tim Hanlon surveys the advanced television landscape, he sees \u201ca quickening in the pace\u201d of all things actionable. \u201cLiterally just six to 12 months ago, you couldn\u2019t have an intelligent conversation about how television and data truly work together,\u201d says the Founder & CEO of The Vertere Group. Things like attribution from set-top box […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6839],"tags":[5296,3803,4826,5395,5935,6850],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/48529"}],"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\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=48529"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/48529\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=48529"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=48529"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=48529"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}