LOS ANGELES\u00a0 – TV is evolving from a world that is roughly targeted by demographics and roughly measured by panels.<\/p>\n

It is becoming one that is precision-targed to household and accurately measured by on-box data.<\/p>\n

In this video interview with Beet.TV, Jerrold Son of ad-supported VOD service XUMO explains how the mechanics of connected TV (CTV) ad buying are changing.<\/p>\n

CTV PMPs rule OK<\/h2>\n

Son says private marketplaces, allowing buyers are sellers to transact programmatically but without dipping into the entirety of the open auction system, are the order of the day.<\/p>\n

“The private marketplace (PMP) seems to be a very popular option for the programmatic spend within the CTV space,” he says.<\/p>\n

“We’ve seen some more growth in some of the other types of deals that are available – whether that be programmatic guaranteed, first-look – but the PMPs are still the flavour of the month right now.<\/p>\n

“We’re seeing a lot more of the other available targeting moving into this space, whether that’s audiences, demo, third-party targeting. So I think we’ll continue to see that evolve as well.”<\/p>\n

Targeting content metadata<\/h2>\n

It is now a little over a year since Son’s XUMO was acquired by Comcast, one of a series of acquisitions and launches of ad-supported VOD (AVOD) services by major broadcast networks.<\/p>\n

Son says XUMO is enjoying being part of an empire drawing on the skills, content and technologies of FreeWheel, NBCU, Sky and others.<\/p>\n

He says the way ads are targeted is changing.<\/p>\n

“One of the things that we’re starting to see in the CTV space is the improvement of all the different metadata that’s available,” Son says.<\/p>\n

“There’s obviously quite a lot of content metadata available for targeting, and we’ve started to see advertisers ask for, and decision against, things such as genre, category, title, ratings. So I think we’ll continue to see that evolve.”<\/p>\n

\n

You are watching \u201cA Marketplace Transformed: The TV Ad Industry Powered by Automation,\u201d a Beet.TV leadership series presented by Matrix. For more videos, please visit\u00a0this page<\/a>.<\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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