MIAMI \u2013 The fragmented TV viewing environment is reality. But it doesn\u2019t pay to wait for \u201cthe perfect system\u201d for cross-screen measurement and ad campaign attribution.<\/p>\n

\u201cI think the time is now,\u201d says Videology\u2019s Tony Yi. \u201cFacebook video impressions are growing exponentially. Amazon is out there in full force.\u201d<\/p>\n

In this interview with Beet.TV at the Beet Retreat Miami 2017<\/a>, Yi explains the need to counter things like last-click attribution and suggests that when it comes to TV audience targeting, the OpenAP consortium of Fox, Turner and Viacom won\u2019t be the only option.<\/p>\n

Yi\u2019s message is simple: Traditional TV players need to move fast to adjust to changing viewing behavior lest they fall victim to what has happened in the digital publishing world, where giants like Facebook and Google rule the revenue roost. “What we can\u2019t do is wait for the perfect system to meld itself together across different silos, linear, VOD, addressable, or everything going to IP.”<\/p>\n

Videology<\/a> has been investing in its \u201cdata spine\u201d because it understood early on that \u201cwe\u2019ve got to get down to the respondent level. Even to the device level.\u201d<\/p>\n

Seeing about six billion ad requests daily, \u201cWe amplify the signal that we\u2019re getting at the respondent level to the currencies so we can help our clients better forecast and plan media against the currencies,\u201d says Yi, who is GM, Strategic Commercial\/Business Development.<\/p>\n

Complementing the data spine is developing an understanding of clients\u2019 data needs in order to drive outcomes.<\/p>\n

\u201cOnly then can we actually measure how is that attributable to traditional television,\u201d Yi says. \u201cBecause if leave that up to the digital giants, the barbarians at the gate, they will define things in terms of search and last click, things that don\u2019t behoove the traditional media companies.\u201d<\/p>\n

He\u2019s seeing more impetus for media sellers to move past early \u201cprotectionism\u201d of their inventory and cooperate with competitors, along with \u201creaching across the aisle to the buy-side and create platforms where they can agree upon and share the right data sets, the right outcomes and attribution methods.\u201d<\/p>\n

Yi calls OpenAP \u201ca great step,\u201d one that Videology supports \u201cboth from a client standpoint as well as from a market messaging standpoint. We know there are a number of great initiatives under way, some that are more public like OpenAP and others that have yet to be disclosed.\u201d<\/p>\n

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<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

MIAMI \u2013 The fragmented TV viewing environment is reality. But it doesn\u2019t pay to wait for \u201cthe perfect system\u201d for cross-screen measurement and ad campaign attribution. \u201cI think the time is now,\u201d says Videology\u2019s Tony Yi. \u201cFacebook video impressions are growing exponentially. Amazon is out there in full force.\u201d In this interview with Beet.TV at […]<\/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":[6898],"tags":[5279,5301,3803,5609,5883,6283,6899],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/49056"}],"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=49056"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/49056\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=49056"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=49056"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=49056"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}