SAN JUAN, Puerto Rico\u2014Beet Retreat 2018<\/a> brought together the entirety of the advertising industry value chain to help define the semantics surrounding advanced television and provide a clearer picture of measurable business outcomes. What follows is the five-minute synopsis of Ashley J. Swartz, who serves as \u201cdean\u201d of the annual event as well as CEO of Furious Corp.,\u00a0which specializes in\u00a0linear TV and video yield optimization.<\/p>\n \u201cWe realized very quickly after the first evening that we needed to level set with definitions,\u201d Swartz explains. \u201cIt\u2019s interesting that our industry is still at a place it continues to be where language is something that holds us back in having conversations that help us move the agenda forward.\u201d<\/p>\n Parsing the various interpretations of complicated subjects like addressable TV, audience targeting and advanced TV served to \u201creally help us make sure that we were at the table having the same conversation with the same intention,\u201d Swartz adds. \u201cWhat was so great about this event more so than any other is that the entirety of the value chain was represented.\u201d<\/p>\n Attendees included programmers, broadcasters and MVPD\u2019s \u201cthat are taking risks and really starting to figure out how to tackle the challenge of looking at audiences instead of spots or GRPs to actually productize their inventory and take it to market with a different value proposition for marketers.\u201d<\/p>\n