If you set aside the semantics of \u201cprogrammatic\u201d versus \u201cautomated\u201d television buying, one thing is quite clear to MediaMath\u2019s Mike Fisher. \u201cWe\u2019re there. We\u2019re there at scale.\u201d<\/p>\n

There are 65 million households using some type of device to access premium video content in the living room and, for the first time, more than 50% of video starts being delivered on a connected-TV device are ad-supported, the Head of Advanced TV & Video explains in this interview with Beet.TV.<\/p>\n

\u201cYou\u2019ve seen the viewership change, you\u2019ve seen people embrace it as their primary source of content and you\u2019ve seen these devices take over control of HDMI1 on the TV, which is the most important thing to control,\u201d Fisher says. \u201cNo longer is a Roku device a way to get Netflix on your TV. A Roku device is a way to get TV.\u201d<\/p>\n

While connected TV definitely is the \u201clow-hanging fruit for what we\u2019re doing at MediaMath today,\u201d within three to five years all linear impressions will become one-to-one addressable and targetable through the rise of IP video, \u201cso we want to be well positioned to be able to play in that space as well.\u201d<\/p>\n

MediaMath<\/a> doesn\u2019t buy or arbitrage TV inventory. Rather, it sees itself as the connection point between buyers and sellers, according to Fisher.<\/p>\n

\u201cWe\u2019ve curated our list of supply sources that we do most of our transactions with down to, say, the top twenty percent of supply sources that drive eighty percent of the meaningful impressions that marketers are looking for,\u201d he says.<\/p>\n

Those sources include five network groups and three big virtual MVPD services in a fraud-free environment. \u201cWe\u2019re never more than one hop away from the end seller,\u201d Fisher adds.<\/p>\n

MediaMath\u2019s pitch to traditional TV buyers is one of reach and frequency and how they can shift a portion of their spend \u201cto the same inventory and the same viewer model and the same screen they know how to buy but doing it in a smarter, more measureable way.\u201d<\/p>\n

The company tells the same story to digital buyers but with a twist since they already know how to buy audiences, measurable impressions and retargeted campaigns. \u201cFor the first time, a digital buyer has the ability to transact on the biggest most trusted screen in the house in a way that they know how to do and in a way that fits into their business model.\u201d<\/p>\n

With its cross-device graph and audience targeting capabilities, MediaMath sees itself as leading the charge in tying back actual down-funnel attribution to upper funnel branding metrics.<\/p>\n

\u201cBeing able to say the first time a viewer is exposed to an ad campaign or a brand\u2019s message should happen in video. Whether or not that\u2019s web, mobile, tablet or TV, video is the best way to tell that upper-funnel branding story,\u201d says Fisher<\/a>.<\/p>\n

\u201cBut that doesn\u2019t get you all the way there as a marketer. You want to be able to find that household, find the users in that household, and tell a down-funnel story to drive attribution and actual action on the right screen with the right message at the right time.\u201d<\/p>\n

This video is part of the Beet.TV series titled Targeting Today\u2019s TV Viewer sponsored by DISH Media Sales. It is published along with\u00a0this DISH Media Sales Straightforward Guide in ADWEEK<\/a>. For more videos from the series,\u00a0please visit this page<\/a>.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

If you set aside the semantics of \u201cprogrammatic\u201d versus \u201cautomated\u201d television buying, one thing is quite clear to MediaMath\u2019s Mike Fisher. \u201cWe\u2019re there. We\u2019re there at scale.\u201d There are 65 million households using some type of device to access premium video content in the living room and, for the first time, more than 50% of […]<\/p>\n","protected":false},"author":17,"featured_media":54441,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7369],"tags":[5338,5281,3919,7364],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/54439"}],"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=54439"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/54439\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/54441"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=54439"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=54439"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=54439"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}