SAN JUAN, Puerto Rico\u2014Having acquired the assets of Videology last summer, Amobee picked up solutions for the sell-side and, as a result, stands to be \u201cthe most broad and deep omni-channel platform,\u201d says GM of Business Development, Tony Yi.<\/p>\n
Singtel\u2019s Amobee now seeks to simplify the delivery of advertising across all channels and screens\u2014including video, display, mobile, and social. Its platform includes the Amobee DSP, Amobee DMP, Brand Intelligence and DataMine analytics.<\/p>\n
\u201cWith Videology, we bring to bear a lot of solutions for the sell side. We believe that the liquidity between the buy and the sell side are necessary for the ecosystem to really drive forward and to circumnavigate the disruptors out there that are emerging right now,\u201d Yi says.<\/p>\n
In this interview at the recent Beet Retreat 2018<\/a>, he names one of the biggest of those disruptors: \u201cAmazon and their capabilities to run the gamut of the whole consumer funnel.\u201d<\/p>\n Asked what he sees in the marketplace and what Amobee\u2019s clients want, Yi<\/a> says they recognize a \u201ctremendous opportunity to improve yield both on the buy side at the portfolio level ,as well as the sell side when we\u2019re looking at siloes and across siloes. There\u2019s a lot of work to do, but a lot of people finally understanding the massive opportunity to do so and racing very hard to get that done.\u201d<\/p>\n One common trend in the industry as a whole is the \u201ctremendous amount of partnership\u201d in both the U.S. and Europe in the form of OpenAP, EGTA<\/a>, RTL\u2019s<\/a> television marketplace \u201cwhere you\u2019re combining television, audio, outdoor. So there\u2019s a great opportunity even outside of the traditional television space for these media companies to own more of the that consumer funnel.<\/p>\n \u201cSo we have to figure out from the technology and the client side how are we going to approach the full funnel ourselves. It\u2019s not good enough to focus in year one to three on just linear and video and television and going across screens.\u201d<\/p>\n Proceeding further down the funnel requires \u201cthe right partnerships and the right relationships,\u201d Yi says.<\/p>\n