MIAMI \u2013 There are the headlines\u2014traditional TV versus digital upstarts\u2014and then there\u2019s the reality behind the scenes. To wit, Google is playing a big part in helping traditional broadcasters transition to the digital future with solutions like dynamic ad insertion.<\/p>\n
In the U.S., \u201cWe work with 28 of the top programmers,\u201d from sports content to networks like CBS and AMC, says Jennifer Koester, Director, Global Partnerships at Google. \u201cAs digital video becomes a larger part of how they reach their viewers, we actually do the back end adtech for them and with that is the monetization.\u201d<\/p>\n
In this interview with Beet.TV at the Beet Retreat Miami 2017<\/a>, Koester explains some of Google\u2019s newest products in the streaming video realm and declares that \u201cwe\u2019re one and the same\u201d with traditional TV content creators. \u201cLet us help you. We\u2019re in it for the long haul.\u201d<\/p>\n Recent projects include assisting AMC enable cross-screen addressability spanning all of its networks regardless of devices to produce \u201ca single view of the user and the ability to make a better ad experience as they consume content.\u201d<\/p>\n As an example of innovation, she cites fiber technology, which has a \u201cvery small footprint\u201d but has been engineered to do what coaxial cable cannot.<\/p>\n \u201cThe fiber engineers built an ad stack that essentially does a lot of what we\u2019re trying to do in a traditional infrastructure,\u201d Koester<\/a> explains. \u201cYou\u2019ve got linear streaming that essentially takes real-time tuning data and fuels ad decisioning. So something very digital-like but actually on a linear TV service.\u201d<\/p>\n Google\u2019s new suite of products includes, via DoubleClick, cross-screen monetization simplification (\u201cThat concept of VOD versus linear versus digital kind of goes away and our platform enables you to do better pacing and forecasting.); better inventory monetization with its BigQuery cloud offering; machine learning to drive better utilization of bandwidth; and improving search and discovery of programming for viewers.<\/p>\n \u201cWe need to embrace change,\u201d Koester says. \u201cWe need to recognize that everyone\u2019s got some form of competition out there, but partnership will actually serve that better user experience. Because at the end of the day, that\u2019s what it\u2019s all about.\u201d<\/p>\n