Since they\u2019ve controlled infrastructure, subscriber files and advertising inventory, MVPD\u2019s have been the primary gatekeepers of the growing addressable television business. Enter Sorenson Media with its fledgling, smart-TV-based addressable ecosystem and you\u2019ve got some diversity in the marketplace.<\/p>\n
That\u2019s how Mike Bologna sizes up Sorenson\u2019s<\/a> \u201csomewhat unique\u201d position in the addressable marketplace in this interview with Beet.TV, in which he discusses the lack of consistency in executing and measuring campaigns and the financial hurdle of producing multiple creative iterations.<\/p>\n Sorenson uses automatic content recognition to discern what\u2019s happening on smart-TV screens, paving the way for advanced audience targeting<\/a> and measurement.<\/p>\n \u201cSorenson\u2019s product introduces a little bit of a new proposition to where the gatekeeper is really the smart TV and the inventory could be either cable or broadcast, national or local,\u201d says Bologna, who is President, one2one Addressable, Cadent. \u201cThat\u2019s a little bit of a different spin on it and I think it introduces some addressable diversity to the marketplace, which is a good thing.\u201d<\/p>\n