SAN JUAN, Puerto Rico\u2014To independent video supply-side platform Beachfront Media, it\u2019s all about technology and transparency. \u201cWe look at the SSP as something that needs to be sort of independent of both the media company and advertisers,\u201d says president and founder Frank Sinton.<\/p>\n
Beachfront tries to get \u201cas close as possible\u201d to audience and content on behalf of its publisher clients, he adds in this interview at last month\u2019s Beet Retreat 2018<\/a>.<\/p>\n \u201cEverything around our SSP is working on behalf of the publisher and how close we work with the publisher to expose some of that data around the actual video content and what\u2019s happening with the audience to the advertiser to make it relevant,\u201d Sinton adds. \u201cNot just audience relevance but contextual relevance and making sure the content is brand safe and things of that nature.\u201d<\/p>\n On the television side, Beachfront<\/a> is working with a variety of connected-TV partners at various tiers of the food chain, along with desktop and mobile. \u201cSomeone could be watching a piece of content on a connected TV and finish it on a tablet. We want to be able to connect those dots for the advertiser,\u201d Sinton says.<\/p>\n \u201cRight now of course, the big thing everyone is going towards is how do we create more addressable TV. When I say addressable TV I really mean how to create TV that basically has all the things in digital around targeting and be able to deliver on a big screen.\u201d<\/p>\n With regard to video and video content, \u201cWe want to make it programmatic and as real time as possible.\u201d<\/p>\n Given that it can take three to five days to traffic a campaign to linear TV, Beachfront would like to reduce that to three to five minutes. Its goal is to \u201ccreate a much more real-time, biddable environment for this super premium TV audience. That\u2019s the next big phase I think we\u2019re going through over the next three to five years,\u201d says Sinton<\/a>.<\/p>\n