SAN JUAN, PR — At this point, many executives in the advertising industry might have hoped that the mechanisms for buying traditional TV ads and new digital video ads would have aligned.<\/p>\n
But, whilst technology has brought buyers to that point, institutional factors mean many ad buyers still plan their clients’ spending in separate lanes.<\/p>\n
That is according to video ad-tech platform Amobee<\/a>‘s chief strategy officer Philip Smolin<\/a>.<\/p>\n “The bigger challenge right now is organisational and operational,” Smolin says in this video interview with Beet.TV.<\/p>\n “For a lot of agencies, you still have a pretty big silo wall between what is the TV investment team and the digital trading team. And they’re planning differently, certainly, they’re executing differently, but oftentimes they’re measuring differently.<\/p>\n “If you don’t have a common measurement framework for both of them to look at, you cannot get those teams to work in a collaborative, orchestrated way.<\/p>\n “That requires a lot of change organizationally and operationally, and in this industry, I think we sometimes over focus on looking for technology to solve everything. And I would say the technology and the data at this point is really a couple of steps ahead of the state of the industry and now it’s about implementing.”<\/p>\n In December,\u00a0Amobee launched 4Screen<\/a>, a software solution that uses melds both Nielsen\u2019s TV audience panel measurement with its Gracenote data, capturing smart TV owners\u2019 actual viewership data, to improve ad planning.<\/p>\n