CANNES \u2013 With a background in sales at Turner and having participated in Upfront negotiations before the advent of digital media, Matt Prohaska has a unique perspective on OpenAP. Despite \u201ca lot of energy and excitement\u201d about the audience targeting consortium, he thinks it\u2019s still ramping up during this year\u2019s Upfront.<\/p>\n

\u201cWhat we\u2019re hearing from buyers and even from a couple of the sellers is that there hasn\u2019t been a lot of momentum in transaction as folks would have hoped in this season,\u201d Prohaska says in this interview with Beet.TV in which he also discusses the early impact of the General Data Protection Regulation in the European Union.<\/p>\n

Another hot topic at Cannes<\/a> was \u201cwhat we politely call next Nielsen, and next Nielsen could involve Nielsen obviously, but sort of what\u2019s next beyond age and demos,\u201d he adds.<\/p>\n

OpenAP<\/a> is not yet one year old, having been announced by Fox, Turner and Viacom in March 2017 and activated that fall, so the current Upfront is its first. Earlier this year, NBCUniversal joined in, as did Univision.<\/p>\n

\u201cWhat we\u2019re hearing from buyers, and even from a couple of the sellers is that there hasn\u2019t been a lot of momentum in transaction as folks would have hoped in this season,\u201d Prohaska says.<\/p>\n

He cites comments by, among others, OMD\u2019s Chris Geraci\u2014who was Prohaska\u2019s boss at BBDO back in the day\u2014to the effect that \u201cthere\u2019s some usage there. But the real upside of being able to have proprietary data sets that you keep as a buyer or seller but be able to dip into this great pool and leverage these standards that have been worked on for awhile hasn\u2019t fully been realized yet. I think there\u2019s a lot of energy and excitement about trying to do that more while the legacy television and advanced television buyers and sellers sink their teeth into this marketplace.”<\/p>\n

At the outset of Cannes, Prohaska<\/a> heard of \u201ca couple other\u201d media that should be joining OpenAP in next couple of months, \u201cand that\u2019s all great. But not as much transactional, put to use on a campaign-by-campaign, brand-by-brand basis yet.<\/p>\n

\u201cWe think we\u2019re sort at that start of the hockey stick and hopefully next year this will become just become the way everyone does business in advanced television and we hope to be helping with a couple of our buyer clients and then one or two sellers maybe, we\u2019ll see.\u201d<\/p>\n

GDPR has impacted the EU temporarily, but while many people still think of programmatic in traditional display mobile as sold by open auction, Prohaska says that\u2019s not the case.<\/p>\n

\u201cFortunately, what we\u2019re seeing is a strong move to PMP\u2019s in digital, strong move to deterministic versus probabilistic data strategy. As we\u2019ve been saying for about a year, classic short-term pain for sure with a lot of organizations but long-term upside.\u201d<\/p>\n

Prohaska Consulting recently signed its 260th client in the company\u2019s 230th week of business as it expands globally, with its publisher practice representing one-third, tech-one third, the buy-side 20% and the rest investors and trade groups. \u201cFortunately, that idea of kind of helping everyone move forward under the prism of client first and if we\u2019re there to receive some thanks and compensation, great. It\u2019s been paying off,\u201d said Prohaska.<\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES \u2013 With a background in sales at Turner and having participated in Upfront negotiations before the advent of digital media, Matt Prohaska has a unique perspective on OpenAP. Despite \u201ca lot of energy and excitement\u201d about the audience targeting consortium, he thinks it\u2019s still ramping up during this year\u2019s Upfront. \u201cWhat we\u2019re hearing from […]<\/p>\n","protected":false},"author":17,"featured_media":54248,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7313],"tags":[5313,3712,3898,4342,5144,5987,6273,7264,7345,7346],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/54246"}],"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=54246"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/54246\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/54248"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=54246"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=54246"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=54246"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}