Digital media companies, advertisers and ad-tech companies have fretted that the loss of tracking \u00a0cookies and device identifiers is making audience targeting more difficult. Providers of ad-supported streaming video already work in a cookieless environment that\u2019s mindful of the consumer experience.<\/p>\n
\u201cThe lessons in a way that smart TV or CTV advertising is creating a standard that all digital advertising has to live up to,\u201d Colin Petrie-Norris<\/a>, chief executive of streaming video service Xumo, said in this conversation presented by Beet.TV. \u201cThe fact that is operating in a cookieless environment has very much direct bearing on how display and mobile and others work.\u201d<\/p>\n Xumo has a responsibility to a variety of constituencies, including viewers, advertisers, electronics manufacturers and content providers, Petrie-Norris said to Mike Fisher<\/a>, vice president of advanced TV and audio at Essence, a unit of WPP\u2019s GroupM. Xumo\u2019s platform offers viewers with 220 live channels that have been vetted to ensure they are legitimate providers of video content.<\/p>\n \u201cWe have to treat their brand as if it was our own. \u00a0We have an obligation to them to make sure they get the scale, get the reach which advertisers enjoy; to use data to appropriately target users; and also to manage ad experience,\u201d Petrie-Norris said. \u201cWe do a lot of work optimizing the ad experience, and making sure that we\u2019re not overdoing the ads. It does work better when you can serve fewer ads which are more relevant. You can more engagement, more return users.\u201d<\/p>\n Advertisers have grown more concerned about ad fraud amid<\/a> discoveries of illegitimate CTV providers that spoof valid household internet addresses and generate fake viewership numbers. Petrie-Norris recommends that advertiser work with trusted partners and third-party verification providers to avoid this activity.<\/p>\n \u201cThe solution is: know who you\u2019re buying from. Having a good guide who can take you through that is incredibly important for that,\u201d he said. \u201cThe issues that the industry is faced with are on the decline relative to the scale emerging from the robust, reputable players.\u201d<\/p>\n Comcast last year acquired Xumo as part of a broader expansion into streaming video, which has become a popular way to see programming without a cable or satellite TV subscription. With Comcast\u2019s backing, Xumo has plans to offer a broader range of programming.<\/p>\n \u201cWe are very encouraged by the future in front of us in terms of as we start to bring all of that muscle to bear in the space, we\u2019re going to see very exciting things to come,\u201d Petrie-Norris said. \u201cWe\u2019ve earned a place in people\u2019s living room during the pandemic, but now we have to show that we can continue to provide them and earn their time.\u201d<\/p>\n Making advertising work better for people is at the heart of an effort by GroupM<\/a> to promote a media-buying framework it calls \u201cResponsible Investment.\u201d The idea is to create a healthier advertising ecosystem that advances brand safety, data ethics, responsible journalism, sustainability and diversity, equity and inclusion.<\/p>\n<\/div>\n Digital media companies, advertisers and ad-tech companies have fretted that the loss of tracking \u00a0cookies and device identifiers is making audience targeting more difficult. Providers of ad-supported streaming video already work in a cookieless environment that\u2019s mindful of the consumer experience. \u201cThe lessons in a way that smart TV or CTV advertising is creating a […]<\/p>\n","protected":false},"author":24,"featured_media":75263,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8826,8844],"tags":[7364,8113],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75142"}],"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\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=75142"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/75142\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/75263"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=75142"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=75142"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=75142"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Trusted Media Partners<\/h3>\n
Comcast Integrations<\/h3>\n