The melding and pruning of assets within AOL and Yahoo under Oath started a year ago this month. A key indicator of Oath\u2019s priorities arose in March when it shut down ONE TV, the self-serve platform for programmatic linear television, to go all in on addressable TV.<\/p>\n

\u201cThe future of how TV is being delivered is changing. We believe all or virtually all what we now call television impressions will be addressable,\u201d says Brett Hurwitz, Oath\u2019s Business Lead for Advanced TV.<\/p>\n

At last week\u2019s Beet Retreat in the City<\/a>, Hurwitz sat down with Beet.TV contributor Ashley J. Swartz to discuss the path to that advanced-TV future and how more big-brand marketers are embracing addressable TV.<\/p>\n

\u201cI still believe that indexed-based television is smarter for marketers than traditional TV buying,\u201d says Hurwitz. \u201cBut Oath has made the decision that with the changes that are taking place in the way television\u2019s delivered, having an offering in that space is not something that makes sense for us to be investing in.\u201d<\/p>\n

Instead, \u201cWe\u2019re investing in what we see to be the future of premium video and the future of television.\u201d<\/p>\n

The Fios TV addressable offering was launched in the fall of 2016 and initially ran in parallel with One TV, as Multichannel News reports<\/a>.<\/p>\n

While the term \u201chousehold addressable\u201d has mainly been the province of MVPD-based offerings, advanced TV encompasses a broader set of solutions. They include index-based offerings by networks (for example OpenAP) along with OTT and connected TV.<\/p>\n

Asked by Swartz, who is CEO of Furious Corp.<\/a>, whether the ultimate goal is for advertisers to be able to use the same dataset to target audiences across all platforms, Hurwitz says it goes beyond that basic application.<\/p>\n

\u201cGoing a step further, you can do things like based on a certain level of exposure to a television commercial then place a target on a digital kind of lower-funnel activation tactic,\u201d Hurwitz<\/a> says.<\/p>\n

So will Oath\u2019s previously programmatic offering revert to direct-sold inventory?<\/p>\n

\u201cI think the way we\u2019re beginning to view these types of pieces of inventory is as super premium video, and so ultimately having that type of inventory available in our video programmatic environment is something that we\u2019re exploring,\u201d says Hurwitz.<\/p>\n

He believes there will always be a place for the Upfront negotiating season and does not see the future becoming \u201cone audience, one price.\u201d<\/p>\n

What Hurwitz is seeing right now is advertisers that originally were staying away from addressable now starting to come in.<\/p>\n

\u201cBecause what they\u2019re realizing is the data that you can get from addressable campaigns has tremendous application to what creative you run on your larger linear campaigns,\u201d Hurwitz says.<\/p>\n

\u201cThe kind of conventional notion that the only advertisers who should pay a premium CPM to work with addressable television are advertisers who have a relatively small target we\u2019re seeing really start to change.\u201d<\/p>\n

This video was produced at the Beet Retreat in City & Town Hall<\/a> on June 6, 2018 in New York City. The event and video series are presented by LiveRamp, TiVo, true[X] and 605. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The melding and pruning of assets within AOL and Yahoo under Oath started a year ago this month. A key indicator of Oath\u2019s priorities arose in March when it shut down ONE TV, the self-serve platform for programmatic linear television, to go all in on addressable TV. \u201cThe future of how TV is being delivered […]<\/p>\n","protected":false},"author":17,"featured_media":53339,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7289],"tags":[5088,5092,5143,5883,6637,6730,6921,3839],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/53337"}],"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=53337"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/53337\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/53339"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=53337"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=53337"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=53337"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}