When Jacqueline Corbelli founded BrightLine in 2003, television was a predictable if restricted experience for viewers, advertisers and content owners. Now, however, \u201cPandora\u2019s out of the box,\u201d Corbelli says as she observes the titanic machinations of media companies to keep up with contemporary viewing habits.<\/p>\n

Corbelli puts reasons for all those machinations into three buckets: vertical integration on the technology side, reach across screens and distribution points and \u201cthe ability to offer great content in this three-screen, streaming world,\u201d the Chairman and CEO of BrightLine says in this interview with Beet.TV.<\/p>\n

Originally known for its pioneering dynamic television ad solutions for brands, BrightLine early in 2018 launched<\/a> DataCast, a unified OTT data platform that enables advertisers to target and measure across mobile, desktop and television screens. DataCast links commonly sought audience segments to TV screens\u2014for example automobile purchase intenders\u2014then identifies specific households within the BrightLine OTT footprint that match the target audience segments. Targeted campaigns using enhanced and\/or traditional TV commercials can be sent to those households.<\/p>\n

For DataCast, BrightLine\u2019s<\/a> media partners integrate the company\u2019s technology within their OTT apps across the full OTT device footprint, including FireTV, AppleTV, Roku, Xbox, PlayStation, Samsung, IOS and Android. Household reach is currently 68 million.<\/p>\n

Corbelli\u2019s<\/a> perspective helps to make sense of the seemingly frantic consolidation happening in the TV space. \u201cYou see AT&T trying to combine its distribution assets and the content that Time Warner owns. You see the AppNexus acquisition as being part of how digital becomes truly integrated with not just desktop and mobile but also telecom and television.\u201d<\/p>\n

She sees something similar happening with \u201cthe fight for Fox, as I call it. Very specifically, there\u2019s a content play there, a content rollup, there\u2019s a distribution play. It\u2019s why Sky is as important as it is to Comcast.\u201d<\/p>\n

Meanwhile, she considers Hulu as the strongest ad-supported asset \u201cthat any media company could own in a space that is exploding. They\u2019ve got 60% of all streams right now in the ad-supported environment. Not surprisingly, it feels a little bit like a free-for-all for who owns Hulu.\u201d<\/p>\n

Finally there\u2019s Netflix, which in some quarters is considered to be an eventual convert to ad-supported content. \u201cI think folks like Netflix are in for some challenges with all this consolidation going on,\u201d says Corbelli, noting that Amazon is talking about offering ads on pre-roll. \u201cI think that\u2019s how the models start to shake out. You\u2019re going to see a combination of subscription revenue and ad revenue and you start to see a lot of common models out there.\u201d<\/p>\n

This segment is from a Beet.TV series \u201cIt\u2019s an OTT World\u201d presented by BrightLine.\u00a0Please visit this page for additional videos<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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