When history books are written about advertising, \u201cthere will be an indictment against our business for allowing our siloes to squabble with each other while the duopoly or triopoly ate everybody\u2019s lunch,\u201d according to WPP Senior Advisor Irwin Gotlieb.<\/p>\n

The squabbling is prominent in the addressable television advertising space, Gotlieb noted in his keynote speech at this week\u2019s Advanced Advertising Forum<\/a> in Manhattan. In this interview with Beet.TV, the advertising veteran says that while there have been some breakthroughs, there have been more frustrations.<\/p>\n

\u201cAnd the frustrations come from the fact that we operate in a context where the constraints are no longer technology based\u201d given that the enabling technology for addressable TV has existed for nearly a dozen years.<\/p>\n

What have gotten in the way are the various components of the industry, according to Gotlieb<\/a>. \u201cThe MVPD\u2019s have to execute the addressable ads. The content owners have to agree with it. The net problem here is that each have their own interests.\u201d<\/p>\n

One longstanding reality is that for decades, the relationship between TV distribution and content ownership has been, and continues to be, fundamentally adversarial. To prove his point, Gotlieb alludes to current headlines about carriage-renewal conflict between DirecTV and Viacom. \u201cThose relationships are so adversarial that there isn\u2019t the trust required to move things forward.\u201d<\/p>\n

Even with vertical integration, as evidenced by Comcast and AT&T, the ownership is the same \u201cbut the business interests remain somewhat siloed in that they operate their own independent P&L\u2019s and are rewarded based on the performance of their P&L\u2019s. And so these things get in the way,\u201d says Gotlieb.<\/p>\n

As a consequence, it is still \u201cremarkably difficult to plan, to execute and to steward addressability or advanced advertising, far more so than it should be.\u201d<\/p>\n

Then there is the limitation on addressable advertising inventory, which predominantly consists of the two minutes per hour that the MVPD\u2019s control. \u201cAnd even there has been some internal squabbling between those people who feel that addressability is replacing geo targeting, and geo targeting usually accrues to the benefit of businesses like Spotlight, and everybody protects their turf,\u201d Gotlieb says.<\/p>\n

Beet.TV recorded this interview at the\u00a0Advanced Advertising Summit in New York City<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

When history books are written about advertising, \u201cthere will be an indictment against our business for allowing our siloes to squabble with each other while the duopoly or triopoly ate everybody\u2019s lunch,\u201d according to WPP Senior Advisor Irwin Gotlieb. The squabbling is prominent in the addressable television advertising space, Gotlieb noted in his keynote speech […]<\/p>\n","protected":false},"author":17,"featured_media":59658,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7911],"tags":[5286,4079,4342,4445,7909],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59649"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=59649"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59649\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59658"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59649"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59649"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59649"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}