PHOENIX \u2013 The two main attributes of connected television and OTT for advertisers are transparency and speed, says Adam Lowy, who\u2019s witnessed the growth of convergence on the publisher side and now at software platform Telaria.<\/p>\n

Lowy joined Telaria in the fall of 2018 from Dish and its Sling TV service, where he had been director of advanced TV and digital sales. In this interview with Beet.TV at the IAB Annual Leadership Meeting<\/a>, he says he was motivated by the growing convergence of digital and TV buying, along with the uptake of programmatic transactions.<\/p>\n

\u201cI saw at Sling that if I could be able to do that at a larger scale and really work with many programmers in converging their businesses and help them grow the advertising space, it would be a tremendous opportunity for the entire industry to grow,\u201d says Lowy, who is Telaria’s Chief Commercial Officer.<\/p>\n

\u201cWhat I\u2019m seeing is more DSP\u2019s really understanding the space and helping to go through to the agencies and through to the brands of how to do this. How to purchase this type of advertising. How to purchase in auctions, how to do the private auctions. And really understanding the safety of buying in the space.\u201d<\/p>\n

Along with transparency and speed, audience targeting also is a factor in the growth of CTV and OTT. \u201cThat\u2019s really driving this wave as well and being able to really understand attribution and what\u2019s happening to your buys.\u201d<\/p>\n

Lowy considers transparency to be the number one because advertisers want to know exactly where their ads are going. \u201cAnd to be assured that your ad is targeted properly and correctly, and also being fueled or put next to the right kind of premium inventory that you want or the premium content.\u201d<\/p>\n

The speed and efficiency that programmatic offers extends to campaign optimization, namely \u201chow quickly you can purchase an ad and see how your campaigns are running and be able to change or do what you need to do rather quickly.\u201d<\/p>\n

Lowy attributes the explosion of direct-to-consumer streaming video services to a universal desire for total control.<\/p>\n

\u201cThey want more control of the advertising. They want more control of the content. They want more control of what\u2019s going on and really to understand, start to finish, what\u2019s going to the consumer and how to react and how to move quickly with them.\u201d<\/p>\n

Asked about Telaria\u2019s growth plans, Lowy says while lots of partnerships are desirable, \u201cwe want to make them richer and deeper.\u201d Citing clients like Hulu, Sling, fuboTV and Cheddar, Telaria wants to \u201cget deeper into helping them to understand the converging business and to help them grow their business.\u201d<\/p>\n

Additionally, Telaria is eyeing more global expansion, including in Canada and Latin America.<\/p>\n

This segment is part of Beet.TV\u2019s coverage of the IAB Annual Leadership Meeting 2019, Phoenix. This series is sponsored by Telaria<\/a>. Please find additional videos from the series on this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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