CANNES\u2014Perhaps the best way to summarize a panel discussion with executives from LiveRamp TV and NCC Media about advanced-TV interoperability is the following quote from NCC CEO Nicolle Pangis: \u201cWe\u2019re in the bottom of the first inning of a baseball game that\u2019s going to go into extra innings.\u201d<\/p>\n

This theoretical game isn\u2019t going to be won by the emergence of one overriding supply side platform, Pangis<\/a> predicted in this segment, which was recorded at the Beet.TV advanced TV summit<\/a>, presented by Amobee and hosted by Hearts & Science at the Cannes Lions International Festival of Creativity.<\/p>\n

Moderator Tracey Sheppach asked what it is that buyers can ultimately expect to see. \u201cOnce we move through this innovation, do I have two logins to two different systems Xandr and NCC? Is that what it looks like?\u201d said Scheppach, the CEO & Founder of Matter More Media<\/a>.<\/p>\n

\u201cI think the future of collaboration in television is a much different discussion than what a lot of people are having, which is like \u2018come on my platform and then you can use my demand-side\u2019\u2026that is not the way we\u2019re going to get far fast,\u201d responded Pangis. \u201cIt\u2019s how do we connect with one another and sort of bring each of our super powers together, and the demand side is always going to want to do something a little different.\u201d<\/p>\n

Allison Metcalfe<\/a>, GM of LiveRamp TV, explained that about two years ago, LiveRamp began to focus on automation to better serve the sell-side. Last fall, the company sold Axciom, the data provider that had itself acquired LiveRamp in 2014. \u201cLife has changed pretty dramatically since then,\u201d said Metcalfe.<\/p>\n

Along the way, LiveRamp figured out that it needed to pay more attention to the buy-side. \u201cThe reality is that LiveRamp sits on the CRM\u2019s of close to four hundred of the largest brands in the US and internationally. Those brands rely on us for people-based marketing strategies. It\u2019s very natural that they would look to us to help them understand what\u2019s possible in TV,\u201d said Metcalfe.<\/p>\n

Easier said than done, she went on to explain. Her team of four full-time people whose daily mission is to evangelize advanced TV to brands typically come away from meetings with \u201ca list of twelve questions\u201d regarding how to reach those brands\u2019 audiences across platforms \u201cand it takes us months to answer those questions.\u201d<\/p>\n

Even when such discussions lead to a purchase order, the entire process can take six months. \u201cIf we could get that to maybe two or three months, that would be a win for both Nicolle and I.\u201d<\/p>\n

One advantage of distancing itself from Axciom is that it dispels doubts about perceptions of LiveRamp\u2019s neutrality, according to Metcalfe. \u201cWe are a technology platform with a data marketplace.\u201d<\/p>\n

Under the leadership of Grant Ries, LiveRamp is helping companies that have data assets but never considered themselves to be data suppliers. Metcalfe cited the example of travel data co-op Adara<\/a>, which came to LiveRamp because it wanted to get into TV.<\/p>\n

\u201cSo now we\u2019re able to offer some really unique targeting capabilities to the travel industry, which historically wasn\u2019t a really big buyer of advanced TV strategies,\u201d Metcalf said. \u201cWe\u2019re seeing a lot of trends like that.\u201d<\/p>\n

This video is from Cannes Lions if from our series, Capitalize on Convergence, presented by Amobee. For more videos from the series, visit this page<\/a>. To find all Beet.TV coverage from Cannes, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES\u2014Perhaps the best way to summarize a panel discussion with executives from LiveRamp TV and NCC Media about advanced-TV interoperability is the following quote from NCC CEO Nicolle Pangis: \u201cWe\u2019re in the bottom of the first inning of a baseball game that\u2019s going to go into extra innings.\u201d This theoretical game isn\u2019t going to be […]<\/p>\n","protected":false},"author":17,"featured_media":61306,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8031,8018],"tags":[3988,4819,5885,6730,7159,7293,7448,7993],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61304"}],"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=61304"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/61304\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/61306"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=61304"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=61304"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=61304"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}