1 00:00:08,039 --> 00:00:10,960 Speaker 1: Welcome to Strictly Business, a podcast where we talk with 2 00:00:11,000 --> 00:00:14,000 Speaker 1: some of the brightest minds working in the media business today. 3 00:00:14,120 --> 00:00:17,720 Speaker 1: I'm Andrew Wallenstein with Variety and this is a special 4 00:00:17,760 --> 00:00:22,080 Speaker 1: episode part of a multi media series sponsored by Viacom 5 00:00:22,160 --> 00:00:27,480 Speaker 1: CBS that we're calling Making Addressable Accessible. It's a multi 6 00:00:27,600 --> 00:00:32,800 Speaker 1: part exploration of a technology known as addressable TV, an innovation, 7 00:00:32,920 --> 00:00:35,879 Speaker 1: and how marketers are able to target the right audiences 8 00:00:35,880 --> 00:00:39,600 Speaker 1: with the right messages. Addressable TV is fast becoming a 9 00:00:39,640 --> 00:00:42,760 Speaker 1: part of the discussion in the upfront marketplace, which is 10 00:00:42,760 --> 00:00:46,159 Speaker 1: why I'm excited to dig into its implications for advertising 11 00:00:46,159 --> 00:00:50,000 Speaker 1: with my guests seem A Patel, vice President of Partnership 12 00:00:50,040 --> 00:00:55,080 Speaker 1: Development at Viacom CBS, and Tim Meyer's GM of Strategic 13 00:00:55,120 --> 00:00:59,600 Speaker 1: Partnerships and Products at Dish Media. Their collaboration in the 14 00:00:59,600 --> 00:01:01,760 Speaker 1: space is just one of the many facets will be 15 00:01:01,800 --> 00:01:05,360 Speaker 1: exploring in this series, so look for more upcoming dates 16 00:01:05,360 --> 00:01:08,759 Speaker 1: from us in July and August for future webinar editions 17 00:01:08,840 --> 00:01:21,400 Speaker 1: of Making Addressable Accessible. Welcome back to the Strictly Business podcast. 18 00:01:21,560 --> 00:01:24,480 Speaker 1: I'm looking forward to getting into what addressable TV is 19 00:01:24,520 --> 00:01:29,040 Speaker 1: all about today with my guests Seema Patel and Tim myers. 20 00:01:29,040 --> 00:01:31,880 Speaker 1: Thanks to both of you for taking part in this conversation. 21 00:01:32,840 --> 00:01:36,639 Speaker 1: Thanks for having us, yep, thanks for having us. So first, 22 00:01:36,720 --> 00:01:39,360 Speaker 1: I just want to get very basic for the uninitiated. 23 00:01:39,440 --> 00:01:44,120 Speaker 1: Let's spend some time just defining what addressable TV is, 24 00:01:44,400 --> 00:01:46,959 Speaker 1: you know, the one oh one definition. Who wants to 25 00:01:47,000 --> 00:01:54,200 Speaker 1: take that? I'll take it. Go ahead, Tim, do you 26 00:01:54,200 --> 00:01:56,120 Speaker 1: want to go or should I? I'll let you? And 27 00:01:56,200 --> 00:01:59,800 Speaker 1: all adds in color? How's that? That's perfect? So hopefully 28 00:01:59,800 --> 00:02:04,880 Speaker 1: you'll like my example. Um, it's it's all about personalizing ads. Uh. 29 00:02:04,920 --> 00:02:08,160 Speaker 1: You know. Addressable is the ability to serve relevant ads 30 00:02:08,200 --> 00:02:11,680 Speaker 1: to consumers regardless of what or when they are watching. 31 00:02:12,480 --> 00:02:15,320 Speaker 1: So if Tim and I are both Dish customers, and 32 00:02:15,320 --> 00:02:18,119 Speaker 1: we're both watching the Daily Show, and let's say we're 33 00:02:18,120 --> 00:02:21,280 Speaker 1: both in the market for an auto, I, as a 34 00:02:21,320 --> 00:02:24,280 Speaker 1: mom with two kids who I'm constantly driving around, might 35 00:02:24,320 --> 00:02:27,200 Speaker 1: get an ad for an SUV, and Tim, whose kids 36 00:02:27,200 --> 00:02:29,440 Speaker 1: are older and have left the nest, might get an 37 00:02:29,440 --> 00:02:33,720 Speaker 1: ad for a sports car. Now, more broadly speaking, the 38 00:02:33,760 --> 00:02:37,040 Speaker 1: goal of addressable advertising is really to use technology and 39 00:02:37,160 --> 00:02:40,880 Speaker 1: data to deliver the best advertising experience for our clients 40 00:02:40,880 --> 00:02:43,959 Speaker 1: and our viewers, and so this is important for two 41 00:02:44,000 --> 00:02:48,200 Speaker 1: key reasons. For viewers, addressable targeting provides the most relevant 42 00:02:48,240 --> 00:02:52,560 Speaker 1: and engaging AD experience, which represents a valuable exchange of 43 00:02:52,600 --> 00:02:56,400 Speaker 1: their time and attention for our premium content, and for 44 00:02:56,600 --> 00:03:00,440 Speaker 1: advertisers and agencies, the best AD experience is not only 45 00:03:00,480 --> 00:03:04,560 Speaker 1: one that's the most relevant, engaging, and effective, but it's 46 00:03:04,600 --> 00:03:09,239 Speaker 1: also one that provides scale and operational efficiency and transactional ease. 47 00:03:11,200 --> 00:03:13,600 Speaker 1: And I would just add, you know, some other benefits 48 00:03:13,639 --> 00:03:19,440 Speaker 1: to the fundamental technology. Here is a shift from what 49 00:03:19,639 --> 00:03:23,080 Speaker 1: we would traditionally call a spot based approach, where an 50 00:03:23,120 --> 00:03:27,480 Speaker 1: AD is inserted into a particular piece of programming a 51 00:03:27,520 --> 00:03:30,600 Speaker 1: TV show at a very specific time, and then it's 52 00:03:30,720 --> 00:03:35,280 Speaker 1: broadcast out to everybody who's watching that show at that time. 53 00:03:35,920 --> 00:03:40,720 Speaker 1: With the addressable technology that we're using, we're switching over 54 00:03:40,760 --> 00:03:44,240 Speaker 1: to what I would call an impression based model, more 55 00:03:44,320 --> 00:03:47,160 Speaker 1: similar to how it works in a digital environment, where 56 00:03:48,080 --> 00:03:52,840 Speaker 1: an AD is served uniquely to the household or the 57 00:03:52,880 --> 00:03:57,680 Speaker 1: device that is watching the content, and not the entire population, 58 00:03:58,120 --> 00:04:02,600 Speaker 1: and that allows those different ads to be essentially presented 59 00:04:02,680 --> 00:04:08,680 Speaker 1: to different viewers. That has other benefits above just targeting. Um. 60 00:04:08,760 --> 00:04:13,640 Speaker 1: For instance, it does allow an advertiser to find the 61 00:04:13,760 --> 00:04:18,360 Speaker 1: viewer whenever and wherever they're watching, and that allows them 62 00:04:18,360 --> 00:04:22,520 Speaker 1: to uh get in front of more viewers. And it 63 00:04:22,640 --> 00:04:26,200 Speaker 1: also allows them to control how often of your will 64 00:04:26,240 --> 00:04:29,480 Speaker 1: see that ad, which we would call control of both 65 00:04:29,520 --> 00:04:32,480 Speaker 1: reach and frequency. So those are also big benefits of 66 00:04:32,480 --> 00:04:36,640 Speaker 1: this technology. So it's clear to me how what you're 67 00:04:36,640 --> 00:04:40,200 Speaker 1: doing with addressable differs from sort of the traditional spray 68 00:04:40,279 --> 00:04:43,039 Speaker 1: and prey approaches they used to say in in in 69 00:04:43,200 --> 00:04:47,600 Speaker 1: linear television. But this also isn't a new marketplace. I've 70 00:04:47,640 --> 00:04:51,040 Speaker 1: been hearing about addressable TV now for nearly a decade. 71 00:04:51,080 --> 00:04:53,720 Speaker 1: I believe the market are recently estimated this is sort 72 00:04:53,760 --> 00:04:57,839 Speaker 1: of like a three point four billion dollar business. So 73 00:04:58,360 --> 00:05:01,800 Speaker 1: where are we in the evolu of addressable TV? Where 74 00:05:02,080 --> 00:05:04,800 Speaker 1: we're we're Are we at a place where this is 75 00:05:04,960 --> 00:05:08,559 Speaker 1: finally ready to sort of make the leap into being 76 00:05:08,720 --> 00:05:13,839 Speaker 1: a more accepted technology used in the business. Yeah, we're 77 00:05:13,839 --> 00:05:17,359 Speaker 1: certainly getting there. I mean look, satellite providers like Dish 78 00:05:17,360 --> 00:05:21,719 Speaker 1: and Direct TV were the first to enable addressability UM 79 00:05:21,800 --> 00:05:24,480 Speaker 1: and others. Other cable operators and m v p s 80 00:05:24,800 --> 00:05:28,919 Speaker 1: have followed. UM. You know, in a former life, actually 81 00:05:28,920 --> 00:05:31,159 Speaker 1: helped launch s live when you're addressable a direct TV 82 00:05:31,279 --> 00:05:36,000 Speaker 1: back in it was a coveted capability that at the 83 00:05:36,080 --> 00:05:39,520 Speaker 1: time was only available to m v PD sales channels, 84 00:05:39,520 --> 00:05:45,040 Speaker 1: and more recently, thanks to continued partnership from collaboration, programmers 85 00:05:45,040 --> 00:05:48,479 Speaker 1: have collaborated with m v PD s tech partners, data 86 00:05:48,560 --> 00:05:53,320 Speaker 1: vendors to enable our own avails to offer our clients, 87 00:05:53,600 --> 00:05:57,280 Speaker 1: you know, our premium video inventory that is addressable capable. 88 00:05:57,839 --> 00:06:00,760 Speaker 1: So I think we're seeing this evolution and of just 89 00:06:01,000 --> 00:06:07,200 Speaker 1: cross organizational collaboration UM that's allowing and opening up the 90 00:06:07,320 --> 00:06:12,640 Speaker 1: road to broader scale of addressability. Yeah, and I would 91 00:06:12,680 --> 00:06:16,160 Speaker 1: just add, I think this milestone that we're beginning to 92 00:06:16,360 --> 00:06:21,679 Speaker 1: hit right now where UH programmers like viacom are starting 93 00:06:21,680 --> 00:06:26,760 Speaker 1: to offer these capabilities in their inventory, which is the 94 00:06:27,200 --> 00:06:31,920 Speaker 1: you know, the bulk of the available TV advertising inventory 95 00:06:32,000 --> 00:06:36,920 Speaker 1: in the marketplace is extremely important. Over the past eight 96 00:06:37,040 --> 00:06:42,599 Speaker 1: or so years, as Dish has been selling addressable at 97 00:06:42,680 --> 00:06:45,119 Speaker 1: some version of scale. And I say at some version 98 00:06:45,800 --> 00:06:48,320 Speaker 1: because as as you mentioned, it's it's been sort of 99 00:06:48,320 --> 00:06:52,800 Speaker 1: this new technology that's been growing and and and as 100 00:06:52,920 --> 00:06:57,279 Speaker 1: quietly been you know, growing at good rates sort of 101 00:06:57,360 --> 00:07:01,240 Speaker 1: behind the scenes, but it's always carried with it a 102 00:07:01,279 --> 00:07:05,520 Speaker 1: perception that UM it's in the what we call the 103 00:07:05,560 --> 00:07:09,760 Speaker 1: local inventory, the inventory controlled by the distributor, and because 104 00:07:09,800 --> 00:07:12,600 Speaker 1: of that, it's broken up by different distributors, which could 105 00:07:12,640 --> 00:07:16,360 Speaker 1: mean it has some geographic components. So we can't necessarily 106 00:07:17,160 --> 00:07:23,160 Speaker 1: UM execute for all subscribers, all viewers across the entire nation. 107 00:07:23,240 --> 00:07:25,240 Speaker 1: I mean, yes, it's a nice dish and direct TV 108 00:07:25,360 --> 00:07:30,240 Speaker 1: our national products and we can get you exposure. But 109 00:07:30,600 --> 00:07:34,120 Speaker 1: in certain markets where let's say Comcast is the dominant 110 00:07:34,200 --> 00:07:37,320 Speaker 1: video provider, right you, you would still be missing a 111 00:07:37,400 --> 00:07:41,520 Speaker 1: number of folks there. So it it it's something that 112 00:07:41,720 --> 00:07:46,880 Speaker 1: because it was tied into that sort of distributor controlled inventory, 113 00:07:47,080 --> 00:07:50,920 Speaker 1: it just was perceived as not really having scale, and 114 00:07:50,960 --> 00:07:55,320 Speaker 1: therefore it would end up in UM budgets that were 115 00:07:55,360 --> 00:07:59,200 Speaker 1: not the mainstream budgets, and and because of that, there 116 00:07:59,240 --> 00:08:02,240 Speaker 1: were all you know, they're also variability. There's more variability 117 00:08:02,280 --> 00:08:06,360 Speaker 1: in those budgets UM. And so, now, as I said, 118 00:08:06,480 --> 00:08:11,040 Speaker 1: hitting these milestones where programmers will be bringing that inventory in, 119 00:08:11,320 --> 00:08:16,840 Speaker 1: where this will become really just another mainstream TV AD product, 120 00:08:17,360 --> 00:08:20,280 Speaker 1: that's that's that's gonna really I think take addressable to 121 00:08:20,320 --> 00:08:25,480 Speaker 1: the next level. So I'm getting a feel for the Viacom, CBS, 122 00:08:25,560 --> 00:08:28,640 Speaker 1: and dish perspectives, and we're certainly going to dig into 123 00:08:28,880 --> 00:08:32,160 Speaker 1: how you guys relate to each other in making addressable 124 00:08:32,200 --> 00:08:35,640 Speaker 1: TV happen further into this conversation. But I think we 125 00:08:35,760 --> 00:08:38,400 Speaker 1: also got to address the other major party in this room, 126 00:08:38,440 --> 00:08:42,320 Speaker 1: which is the media buying community, which you know throw 127 00:08:42,400 --> 00:08:45,360 Speaker 1: you know, the knock on Madison Avenue, and it's slow 128 00:08:45,440 --> 00:08:49,520 Speaker 1: to move, it's slow to embrace change. Addressable TV sounds 129 00:08:49,600 --> 00:08:53,280 Speaker 1: like a very significant change. So I know, you guys 130 00:08:53,360 --> 00:08:57,560 Speaker 1: and many other companies recently commissioned a survey from forest 131 00:08:57,640 --> 00:09:01,360 Speaker 1: Or to gauge the important perspectives of the media buyer 132 00:09:01,400 --> 00:09:06,800 Speaker 1: and community. What did you learn about what addressable TV 133 00:09:07,120 --> 00:09:12,400 Speaker 1: has been for that critical component of the industry. I 134 00:09:12,440 --> 00:09:16,040 Speaker 1: think the community is really starting to embrace it and 135 00:09:16,080 --> 00:09:18,800 Speaker 1: see value in it. Um you know. Some of the 136 00:09:18,840 --> 00:09:22,760 Speaker 1: findings that came out of the study. Media buyers that 137 00:09:22,800 --> 00:09:26,680 Speaker 1: were surveyed said their organizations are focused on using addressable 138 00:09:26,679 --> 00:09:30,720 Speaker 1: t V to improve the effectiveness of their TV campaign targeting. 139 00:09:31,440 --> 00:09:35,280 Speaker 1: Forty four percent said that delivering more personalized and relevant 140 00:09:35,320 --> 00:09:38,520 Speaker 1: ads for their customers is one of the most important 141 00:09:38,559 --> 00:09:42,839 Speaker 1: outcomes for addressable TV buys. So you know, I think 142 00:09:43,440 --> 00:09:47,120 Speaker 1: they are really coming around. And and in addition, you 143 00:09:47,160 --> 00:09:50,160 Speaker 1: know that study came out in March. We're currently in 144 00:09:50,280 --> 00:09:53,560 Speaker 1: the thick of our upfront conversations and we're seeing those 145 00:09:53,559 --> 00:09:56,200 Speaker 1: stats come to life. Where we've had a lot of 146 00:09:56,280 --> 00:10:03,920 Speaker 1: encouraging and positive discussions around addressable in general. Got it um, 147 00:10:03,960 --> 00:10:09,319 Speaker 1: But were there areas tim where you felt or sorry 148 00:10:09,320 --> 00:10:12,000 Speaker 1: the media buyers You started to get a sense from 149 00:10:12,000 --> 00:10:14,600 Speaker 1: them of well, this is a pain point, this is 150 00:10:14,679 --> 00:10:19,440 Speaker 1: something we need to fix in order to get more 151 00:10:19,480 --> 00:10:23,600 Speaker 1: of an embrace from Madison Avenue of addressable TV. Yes, 152 00:10:23,720 --> 00:10:26,040 Speaker 1: I mean those media companies said, you know, work to 153 00:10:26,080 --> 00:10:31,680 Speaker 1: promote simplicity, expand available addressable TV inventory. So again going 154 00:10:31,760 --> 00:10:35,559 Speaker 1: back to the point I was raising earlier, where addressable 155 00:10:35,600 --> 00:10:38,760 Speaker 1: was a bit fragmented, Right, If you wanted to uh 156 00:10:38,920 --> 00:10:42,560 Speaker 1: a purchase a campaign that was going to reach as 157 00:10:42,720 --> 00:10:46,760 Speaker 1: many possible viewers, you would have to make a purchase 158 00:10:46,800 --> 00:10:48,719 Speaker 1: from Dish, you would have to make a purchase from 159 00:10:48,720 --> 00:10:51,319 Speaker 1: Direct TV, you would have to make a purchase from 160 00:10:51,800 --> 00:10:56,320 Speaker 1: Comcast or their representative Ampersand and you know, each of 161 00:10:56,360 --> 00:10:59,440 Speaker 1: those companies may have slightly different ways they do things, 162 00:10:59,520 --> 00:11:04,079 Speaker 1: right and slightly different data partners and slightly different measurement capabilities, 163 00:11:04,120 --> 00:11:07,880 Speaker 1: and someone has to stitch all that together, right, and 164 00:11:07,880 --> 00:11:14,080 Speaker 1: and so that that complexity was really was really a barrier. 165 00:11:14,360 --> 00:11:18,000 Speaker 1: And so media companies are saying, hey, we need you 166 00:11:18,120 --> 00:11:21,480 Speaker 1: to define and promote a single measurement standard for instance, 167 00:11:21,520 --> 00:11:26,920 Speaker 1: we need in our operability across partners and technologies, and 168 00:11:27,000 --> 00:11:30,560 Speaker 1: we need you to enable the buying of these national minutes, 169 00:11:30,600 --> 00:11:34,400 Speaker 1: these these minutes within the programmers inventory. So those those 170 00:11:34,440 --> 00:11:38,600 Speaker 1: were some of the major UH points that came out 171 00:11:39,040 --> 00:11:43,880 Speaker 1: from the media company side when survey. And I guess 172 00:11:43,920 --> 00:11:48,520 Speaker 1: it's important to hear that feedback. I mean, were either 173 00:11:48,600 --> 00:11:53,920 Speaker 1: of you surprised or learned things from this survey that 174 00:11:53,960 --> 00:11:58,559 Speaker 1: you didn't even expect to learn, maybe things you hadn't anticipated. 175 00:12:00,080 --> 00:12:03,120 Speaker 1: M I think for me it was a bit mixed, right. 176 00:12:03,160 --> 00:12:05,240 Speaker 1: I think we knew that some of these issues were 177 00:12:05,240 --> 00:12:10,319 Speaker 1: out there and and that they were creating some barriers. 178 00:12:10,360 --> 00:12:14,840 Speaker 1: But I think when we when we heard how firmly 179 00:12:14,960 --> 00:12:19,160 Speaker 1: rooted some of these issues and opinions around these issues 180 00:12:20,000 --> 00:12:24,360 Speaker 1: um are with with various constituencies. It's because it's the 181 00:12:24,400 --> 00:12:27,800 Speaker 1: media buyers. But even when you talk to the to 182 00:12:27,800 --> 00:12:30,440 Speaker 1: to the sellers like ourselves that dish or when you 183 00:12:30,480 --> 00:12:34,440 Speaker 1: talk to the tech platforms that are UM you know, 184 00:12:34,520 --> 00:12:38,240 Speaker 1: putting together offerings to try to help solve this these 185 00:12:38,440 --> 00:12:42,200 Speaker 1: these issues, they just rise to the top. And and 186 00:12:42,280 --> 00:12:44,600 Speaker 1: so it is I think it's good that we now 187 00:12:44,720 --> 00:12:50,160 Speaker 1: have this consolidated view in this survey that is really 188 00:12:50,600 --> 00:12:55,840 Speaker 1: really UM sort of helping to set the roadmap in 189 00:12:55,920 --> 00:12:58,640 Speaker 1: terms of what we what we need to do to 190 00:12:58,760 --> 00:13:01,079 Speaker 1: take this to the next levels. From that perspective, it's 191 00:13:01,120 --> 00:13:05,200 Speaker 1: it's it's very helpful, So not entirely surprising, but this 192 00:13:05,320 --> 00:13:10,160 Speaker 1: additional clarity really really important. Yeah, I agree. I would 193 00:13:10,160 --> 00:13:14,319 Speaker 1: say I think it gave us an opportunity UM to 194 00:13:14,520 --> 00:13:18,200 Speaker 1: better understand the buying communities POV and to validate the 195 00:13:18,240 --> 00:13:23,480 Speaker 1: direction that we were all individually and collectively heading. And again, 196 00:13:23,640 --> 00:13:26,040 Speaker 1: you know, it gives us, it gives us that push, 197 00:13:26,080 --> 00:13:32,200 Speaker 1: It gives us UM, you know, further opportunity to advocate 198 00:13:32,240 --> 00:13:36,480 Speaker 1: for positive change and evolution. I mean looks as partners UM. 199 00:13:36,559 --> 00:13:39,800 Speaker 1: You know, we had representation for the study across m 200 00:13:39,840 --> 00:13:43,040 Speaker 1: vpd s, programmers, data companies, tech vendors, and we all 201 00:13:43,080 --> 00:13:45,840 Speaker 1: tend to bring unique points of view, but to have 202 00:13:45,960 --> 00:13:49,760 Speaker 1: an objective third party evaluate the current and future state 203 00:13:49,800 --> 00:13:54,360 Speaker 1: of addressability really gives us the opportunity to further align 204 00:13:54,840 --> 00:13:58,880 Speaker 1: on future state. But when you list out those partners, 205 00:13:58,920 --> 00:14:03,040 Speaker 1: that's what I'm struck by, because it really takes all 206 00:14:03,160 --> 00:14:07,560 Speaker 1: these different pieces of the puzzle to make addressable work. 207 00:14:08,280 --> 00:14:10,520 Speaker 1: And so I'm curious, because you've both been doing this 208 00:14:10,600 --> 00:14:15,000 Speaker 1: for a while at various companies in different capacities, how 209 00:14:15,080 --> 00:14:21,200 Speaker 1: was that collaboration evolved over the years. You know, it's 210 00:14:21,360 --> 00:14:25,560 Speaker 1: it's much less siloed now, right, Um, As Tim mentioned, 211 00:14:26,640 --> 00:14:31,680 Speaker 1: you know, there was there there was a lot of fragmentation, 212 00:14:32,120 --> 00:14:37,360 Speaker 1: and now with collaboration, um, with programmers getting into the mix, 213 00:14:38,040 --> 00:14:44,320 Speaker 1: I think that the collaboration becomes deeper, it becomes more transparent. Um. 214 00:14:44,360 --> 00:14:48,040 Speaker 1: I mean we're now working side by side, whereas before 215 00:14:48,680 --> 00:14:50,680 Speaker 1: we were sort of, you know, on opposite sides of 216 00:14:50,720 --> 00:14:54,120 Speaker 1: the table. And I think just the level of collaboration 217 00:14:54,200 --> 00:14:56,840 Speaker 1: that we've seen happen even in the last five years 218 00:14:57,040 --> 00:15:00,400 Speaker 1: is tremendous um, you know, and I'm hope that that's 219 00:15:00,440 --> 00:15:03,320 Speaker 1: going to continue so that we can just continue to 220 00:15:03,400 --> 00:15:07,120 Speaker 1: drive progress together. It is, it's it's it's an enormous 221 00:15:07,160 --> 00:15:12,160 Speaker 1: amount of effort across different lanes, UM. But the good 222 00:15:12,160 --> 00:15:15,480 Speaker 1: news is is that you know, at every turn there 223 00:15:15,680 --> 00:15:19,960 Speaker 1: is a lot of engagement, UM and just a lot 224 00:15:20,000 --> 00:15:24,760 Speaker 1: of a lot of mutual uh, a lot of mutual 225 00:15:24,760 --> 00:15:28,200 Speaker 1: collaboration to move towards making progress and shipping away at 226 00:15:28,200 --> 00:15:30,240 Speaker 1: all the things that we know we need to continue 227 00:15:30,280 --> 00:15:33,920 Speaker 1: to to work towards. Yeah, I would add, you know, 228 00:15:33,960 --> 00:15:37,000 Speaker 1: I think distributors in particular have had a history of 229 00:15:37,000 --> 00:15:41,920 Speaker 1: working together, UH Dish and direct TV. We have a 230 00:15:42,040 --> 00:15:44,840 Speaker 1: very strong example and something we've been doing in the 231 00:15:44,880 --> 00:15:48,800 Speaker 1: political space that we branded as D two, where a 232 00:15:48,840 --> 00:15:54,040 Speaker 1: political agency can buy Addressable from D two that will 233 00:15:54,560 --> 00:15:59,440 Speaker 1: end up being transacted on direct TV, on Dish, on sling. 234 00:15:59,680 --> 00:16:02,600 Speaker 1: So so you know, in some ways it's a it 235 00:16:02,640 --> 00:16:06,720 Speaker 1: was a preview of how how this will work UM 236 00:16:06,760 --> 00:16:11,400 Speaker 1: at larger scale across you know, more distributors and more 237 00:16:11,440 --> 00:16:17,120 Speaker 1: inventory types. But the this sort of shift of now 238 00:16:17,360 --> 00:16:20,600 Speaker 1: a programmer and a distributor working together on this, this 239 00:16:20,680 --> 00:16:23,720 Speaker 1: is something new, and this is something that's exciting and 240 00:16:23,840 --> 00:16:28,080 Speaker 1: important because, um, you know, when addressable was first starting, 241 00:16:28,760 --> 00:16:32,160 Speaker 1: it was a unique advantage for a distributor, right, and 242 00:16:32,200 --> 00:16:34,000 Speaker 1: it was something that I think in the beginning, we 243 00:16:34,000 --> 00:16:36,240 Speaker 1: would have we would have sort of said, hey, this 244 00:16:36,320 --> 00:16:42,360 Speaker 1: is competitive to what programmers UM you know, have in 245 00:16:42,520 --> 00:16:46,960 Speaker 1: terms of overall ability to sell into the advertising market. Right, 246 00:16:46,960 --> 00:16:50,040 Speaker 1: it was sort of a unique product for a distributor, 247 00:16:50,160 --> 00:16:53,320 Speaker 1: especially a satellite company like Dish or direct TV. But 248 00:16:53,440 --> 00:16:56,280 Speaker 1: we are now, as we said earlier, realizing to sort 249 00:16:56,280 --> 00:16:58,400 Speaker 1: of drive the scale and to take this to the 250 00:16:58,440 --> 00:17:01,600 Speaker 1: next level, we have to do it in partnership with 251 00:17:01,640 --> 00:17:04,760 Speaker 1: the programmers. Again, that point was made very very clear 252 00:17:04,760 --> 00:17:08,840 Speaker 1: in that in that Forrester study. So so this new 253 00:17:08,960 --> 00:17:13,160 Speaker 1: dynamic of working together with the programmers, to me UM 254 00:17:13,400 --> 00:17:19,120 Speaker 1: is really really important and and it is very good, 255 00:17:19,400 --> 00:17:22,920 Speaker 1: as Seema said, to now be uh not on different sides, 256 00:17:22,960 --> 00:17:26,320 Speaker 1: but on the same side and working through all the 257 00:17:26,400 --> 00:17:29,520 Speaker 1: challenges to pull this off. The other you know, the 258 00:17:29,560 --> 00:17:34,200 Speaker 1: other part of this too though, has been the technology 259 00:17:34,600 --> 00:17:37,960 Speaker 1: and the ad tech companies and and you know we 260 00:17:38,040 --> 00:17:42,920 Speaker 1: need them to also uh come along and to provide 261 00:17:42,920 --> 00:17:46,720 Speaker 1: innovation to you know, fill gaps where they exist UM 262 00:17:46,840 --> 00:17:48,960 Speaker 1: and then you know they need the capital to be 263 00:17:49,000 --> 00:17:52,960 Speaker 1: able to do that. And so we are seeing um, 264 00:17:53,000 --> 00:17:56,040 Speaker 1: I think a number of ad tech companies who are 265 00:17:56,080 --> 00:17:59,600 Speaker 1: stepping up UM. We are seeing some of them who 266 00:17:59,600 --> 00:18:03,439 Speaker 1: are well capitalize, which is important and UM, you know, 267 00:18:03,480 --> 00:18:06,359 Speaker 1: I think that that that's going to UM play a 268 00:18:06,359 --> 00:18:11,600 Speaker 1: big part in terms of also making this UM a 269 00:18:11,840 --> 00:18:18,360 Speaker 1: much more robust offering in the marketplace. I'm talking with 270 00:18:18,640 --> 00:18:22,880 Speaker 1: Seema Patel of Viacom, CBS and Tim Myers Dish Media 271 00:18:22,960 --> 00:18:27,480 Speaker 1: about addressable TV. Will be back in just a minute. 272 00:18:33,320 --> 00:18:36,159 Speaker 1: Welcome back to the Strictly Business podcast. I'm talking the 273 00:18:36,160 --> 00:18:41,280 Speaker 1: Sema Patel and Tim Meyers about addressable television. Tim mentioned 274 00:18:41,320 --> 00:18:44,960 Speaker 1: Seema the notion that the m v p d s 275 00:18:44,960 --> 00:18:47,639 Speaker 1: aren't the only game in town in terms of you 276 00:18:47,680 --> 00:18:52,080 Speaker 1: know where addressable happens. Your job is to get addressable 277 00:18:52,080 --> 00:18:56,200 Speaker 1: avails going in as many places and as possible. So 278 00:18:56,760 --> 00:18:59,720 Speaker 1: what is that like nowadays? What's the opportunity there or 279 00:18:59,760 --> 00:19:03,399 Speaker 1: the challenges in getting that? It's the critical piece of 280 00:19:03,440 --> 00:19:08,160 Speaker 1: all this just getting as much inventory out there. Yeah. UM. 281 00:19:08,280 --> 00:19:12,440 Speaker 1: So applying the power of data to our offerings allows 282 00:19:12,520 --> 00:19:16,600 Speaker 1: clients to combine the scale of TV with the precision 283 00:19:16,680 --> 00:19:21,440 Speaker 1: that's available today in digital media, where targeting is more accurate, 284 00:19:21,480 --> 00:19:25,440 Speaker 1: measurements deeper media investments can be evaluated for their respective 285 00:19:25,440 --> 00:19:28,040 Speaker 1: contributions to business goals. So really what we're doing is 286 00:19:28,040 --> 00:19:31,600 Speaker 1: we're bringing all of that to TV. So the opportunity 287 00:19:31,640 --> 00:19:34,840 Speaker 1: there is it's a much smarter value proposition for clients. 288 00:19:35,160 --> 00:19:37,680 Speaker 1: It's also a way for brands to connect with their 289 00:19:37,720 --> 00:19:41,840 Speaker 1: fragmented audiences. UM. You know, and that being said from 290 00:19:41,840 --> 00:19:45,480 Speaker 1: a Viacom CBS perspective, there's a tremendous amount of complexity 291 00:19:45,480 --> 00:19:50,920 Speaker 1: involved in enabling and managing multiple end points of inventory. 292 00:19:51,400 --> 00:19:55,080 Speaker 1: We currently have a forty plus million household footprint across 293 00:19:55,200 --> 00:19:59,800 Speaker 1: four major distributors, and we're very focused on working through 294 00:20:00,040 --> 00:20:04,080 Speaker 1: the unification and streamlining of execution so we can get 295 00:20:04,119 --> 00:20:06,639 Speaker 1: to a point where we can truly write once and 296 00:20:06,760 --> 00:20:10,760 Speaker 1: publish everywhere. UM. And the goal here is to help 297 00:20:10,880 --> 00:20:16,200 Speaker 1: further simplify by sell side interactions, rendering that process as 298 00:20:16,240 --> 00:20:18,920 Speaker 1: seamless as possible. So we want to continue to make 299 00:20:18,920 --> 00:20:21,479 Speaker 1: it as easy as possible for our clients to engage 300 00:20:21,560 --> 00:20:27,040 Speaker 1: with us, and so driving automation will continue to drive efficiency, 301 00:20:27,200 --> 00:20:31,399 Speaker 1: which will ultimately help us to further scale the offerings. 302 00:20:33,080 --> 00:20:36,200 Speaker 1: And you know, Seema, earlier, you talked about, you know, 303 00:20:36,280 --> 00:20:40,159 Speaker 1: being in the middle of the upfront marketplace. You know, 304 00:20:40,440 --> 00:20:43,480 Speaker 1: how are you feeling right now about where addressable is 305 00:20:43,520 --> 00:20:48,119 Speaker 1: going to stand once once we're done with the upfront period. 306 00:20:48,480 --> 00:20:51,680 Speaker 1: You know, speaking broadly, are you getting the sense as 307 00:20:51,720 --> 00:20:55,200 Speaker 1: you speak to marketers this time around, Hey, they get 308 00:20:55,240 --> 00:20:57,200 Speaker 1: it in a way they maybe didn't a year or 309 00:20:57,240 --> 00:21:00,359 Speaker 1: two ago. Yeah. I mean the feedback that I'm getting 310 00:21:00,440 --> 00:21:04,959 Speaker 1: so far is all really positive from our sales team. UM. 311 00:21:05,000 --> 00:21:08,640 Speaker 1: And I think marketers see the value. I think they 312 00:21:08,720 --> 00:21:12,840 Speaker 1: see that. You know, it's not even the future as 313 00:21:12,920 --> 00:21:15,680 Speaker 1: data driven, it's it's where everyone has to be data 314 00:21:15,760 --> 00:21:19,640 Speaker 1: driven now. UM. And I think you know, the last 315 00:21:19,760 --> 00:21:23,000 Speaker 1: year with the pandemic, I think that further underscored the 316 00:21:23,160 --> 00:21:28,520 Speaker 1: need for data driven solutions, UM, in order to you know, 317 00:21:28,800 --> 00:21:32,119 Speaker 1: for brands to activate their campaigns in the most effective 318 00:21:32,240 --> 00:21:38,080 Speaker 1: and efficient, meaningful way. Got it? Um. You know, one 319 00:21:38,119 --> 00:21:40,480 Speaker 1: of the things that emerged from the forest your survey, 320 00:21:40,680 --> 00:21:43,000 Speaker 1: I think was a sense on the media buyer side 321 00:21:43,040 --> 00:21:48,159 Speaker 1: that those in leadership positions at those organizations, you know, 322 00:21:48,280 --> 00:21:52,960 Speaker 1: they didn't necessarily get addressable that you know, it was 323 00:21:52,960 --> 00:21:54,879 Speaker 1: going to take a process for them to sort of 324 00:21:54,880 --> 00:21:58,679 Speaker 1: move from the traditional Uh. Do you think looking at 325 00:21:58,720 --> 00:22:04,720 Speaker 1: your own companies, that there's been a learning curve for 326 00:22:04,800 --> 00:22:09,160 Speaker 1: everyone to understand the value of addressable why it's worth 327 00:22:09,240 --> 00:22:16,359 Speaker 1: investing and experimenting and spending time with it. I think 328 00:22:16,400 --> 00:22:20,680 Speaker 1: there's always UM, there's always an education and an evangeli 329 00:22:21,040 --> 00:22:26,159 Speaker 1: evangelization process UM. But but you know, for the most part, 330 00:22:26,240 --> 00:22:30,800 Speaker 1: Vicount CBS, it's been embraced, and you know, I think 331 00:22:30,880 --> 00:22:35,840 Speaker 1: everyone has been extremely supportive and forward looking when it 332 00:22:35,840 --> 00:22:40,400 Speaker 1: comes to addressability. I think everyone is on board and 333 00:22:40,520 --> 00:22:45,080 Speaker 1: has made every effort to support our goal of really 334 00:22:45,240 --> 00:22:50,000 Speaker 1: enabling as many addressable end points across our portfolio as possible. 335 00:22:51,560 --> 00:22:53,879 Speaker 1: And I don't want to speak for Siema and and 336 00:22:54,000 --> 00:22:56,520 Speaker 1: seem it's certainly you know, jump in if what I'm 337 00:22:56,560 --> 00:22:59,920 Speaker 1: saying UM is not it's not accurate from your perspective. 338 00:23:00,040 --> 00:23:04,359 Speaker 1: But I think observing UM a little bit from the 339 00:23:04,400 --> 00:23:08,840 Speaker 1: outside in terms of how it's working with programmers and 340 00:23:08,960 --> 00:23:15,440 Speaker 1: with media agencies, this technology allows for much better yield optimization, 341 00:23:15,720 --> 00:23:19,240 Speaker 1: which benefits not only the seller but but also brings 342 00:23:19,320 --> 00:23:23,120 Speaker 1: more supply into the marketplace. So I think those are 343 00:23:23,320 --> 00:23:28,159 Speaker 1: you know, really important UM changes that have been taking place, 344 00:23:28,240 --> 00:23:32,560 Speaker 1: right with with what's been happening with with ratings and 345 00:23:32,560 --> 00:23:35,800 Speaker 1: and sort of overall linear supply being very very tight 346 00:23:35,880 --> 00:23:40,399 Speaker 1: in the marketplace from the from the dish perspective. You know, 347 00:23:40,480 --> 00:23:43,240 Speaker 1: as I mentioned earlier, this this was a unique capability 348 00:23:43,280 --> 00:23:45,680 Speaker 1: we could bring to market. So we've been very very 349 00:23:45,720 --> 00:23:51,080 Speaker 1: bullish unaddressable and continue to be very bullish unaddressable. So, um, 350 00:23:51,280 --> 00:23:54,040 Speaker 1: it was not something we had to to really sell 351 00:23:54,080 --> 00:23:58,040 Speaker 1: into our company because because again we knew that, you know, 352 00:23:58,119 --> 00:24:01,040 Speaker 1: we had some some really important assets to bring to 353 00:24:01,080 --> 00:24:04,520 Speaker 1: the table in terms of making address will happen at scale. 354 00:24:06,560 --> 00:24:08,480 Speaker 1: I wanted to dig a little deeper into something we 355 00:24:08,600 --> 00:24:12,960 Speaker 1: just touched on earlier, the subject of measurement. Uh. It 356 00:24:13,040 --> 00:24:17,119 Speaker 1: felt in reading the forest or survey, working towards a 357 00:24:17,200 --> 00:24:22,320 Speaker 1: single measurement standard was identified as a big priority. So 358 00:24:22,880 --> 00:24:27,080 Speaker 1: what progresses there uh that you know can be point 359 00:24:27,160 --> 00:24:29,399 Speaker 1: to for those who are skeptics, maybe those in the 360 00:24:29,440 --> 00:24:32,520 Speaker 1: media buying community who are still trying to get it 361 00:24:33,040 --> 00:24:37,240 Speaker 1: in terms of how things stand with addressable and getting 362 00:24:37,240 --> 00:24:43,800 Speaker 1: towards a single measurement standard. I can start, you know, 363 00:24:43,840 --> 00:24:48,040 Speaker 1: I think that that measurements an interesting topic when we 364 00:24:48,160 --> 00:24:52,800 Speaker 1: are talking about addressable because the traditional measurement and television 365 00:24:52,880 --> 00:24:59,080 Speaker 1: has been the Nielsen ratings based measurement, and it's in 366 00:24:59,200 --> 00:25:03,879 Speaker 1: many ways that has held back the ability to do 367 00:25:04,000 --> 00:25:08,399 Speaker 1: addressable because if you if you start to UH take 368 00:25:08,480 --> 00:25:14,040 Speaker 1: impressions out of a Nielsen rated spot, then Nielsen will 369 00:25:14,080 --> 00:25:17,439 Speaker 1: no longer validate the rating on that spot, and and 370 00:25:17,520 --> 00:25:20,760 Speaker 1: therefore that has been perceived in the past to be 371 00:25:21,200 --> 00:25:28,080 Speaker 1: less valuable. There is now a significant UM A set 372 00:25:28,119 --> 00:25:32,000 Speaker 1: of initiatives underway in the industry to resolve that. Nielsen 373 00:25:32,160 --> 00:25:36,440 Speaker 1: has really embraced this in and has announced that they 374 00:25:36,480 --> 00:25:39,240 Speaker 1: will have solutions for this. There are there are also 375 00:25:39,280 --> 00:25:42,520 Speaker 1: other companies like com Score who have been at this 376 00:25:42,600 --> 00:25:45,200 Speaker 1: for a while and you know, have a very good 377 00:25:45,280 --> 00:25:49,800 Speaker 1: understanding of how impression based measurement works on TV in 378 00:25:49,840 --> 00:25:53,919 Speaker 1: addition to how it you know works in the digital environments. 379 00:25:53,960 --> 00:25:58,240 Speaker 1: So I think those those two things alone, UH really 380 00:25:58,280 --> 00:26:03,880 Speaker 1: really give us a good view of the path forward UM. 381 00:26:03,920 --> 00:26:08,160 Speaker 1: But there's also you know, increasing efforts to bring even 382 00:26:08,240 --> 00:26:13,320 Speaker 1: more UH competition and innovation into the measurement space, and 383 00:26:13,680 --> 00:26:17,800 Speaker 1: you know, the industry is working in a collaborative fashion 384 00:26:18,359 --> 00:26:24,240 Speaker 1: to help influence that and to help UM provide requirements 385 00:26:24,520 --> 00:26:30,679 Speaker 1: and even work through ways that these newer measurement companies 386 00:26:30,720 --> 00:26:35,119 Speaker 1: can have access to capital, etcetera. So UM it continues 387 00:26:35,160 --> 00:26:38,280 Speaker 1: to it continues to be something where I think will 388 00:26:38,359 --> 00:26:42,480 Speaker 1: will see major announcements coming forward. But we are on 389 00:26:42,520 --> 00:26:46,040 Speaker 1: the right path. Yeah, I would agree, I would. I 390 00:26:46,040 --> 00:26:48,800 Speaker 1: would just add to that that I think, you know, 391 00:26:49,200 --> 00:26:55,760 Speaker 1: we're as the evolution continues, I think the the interoperability 392 00:26:55,840 --> 00:26:59,400 Speaker 1: of all of these data sets will will be key. UM. 393 00:26:59,640 --> 00:27:01,679 Speaker 1: I think we're seeing as to mention, I think we're 394 00:27:01,680 --> 00:27:04,000 Speaker 1: seeing a lot of great progress with a lot of 395 00:27:04,000 --> 00:27:07,320 Speaker 1: these data companies, and you know, hopefully we just keep 396 00:27:07,640 --> 00:27:11,960 Speaker 1: keep chipping away at that. I'd love to hear from 397 00:27:11,960 --> 00:27:15,000 Speaker 1: you guys in terms of what you see in the 398 00:27:15,119 --> 00:27:20,399 Speaker 1: coming years, in terms of milestones or benchmarks that you 399 00:27:20,400 --> 00:27:23,920 Speaker 1: guys have your eyes on in terms of moving addressable forward, 400 00:27:24,040 --> 00:27:26,960 Speaker 1: or are there particular goals or ambitions you guys have 401 00:27:27,000 --> 00:27:29,520 Speaker 1: in front of you that, uh, we need to keep 402 00:27:29,520 --> 00:27:33,520 Speaker 1: an eye on in the coming year or so. I 403 00:27:33,520 --> 00:27:38,280 Speaker 1: think i'd say, you know, extension from from our perspective, 404 00:27:38,320 --> 00:27:44,240 Speaker 1: extension of our footprint. So just continuing to grow our footprint, um, 405 00:27:44,280 --> 00:27:50,040 Speaker 1: you know, beyond insertion on cable, extending it to broad 406 00:27:50,320 --> 00:27:55,440 Speaker 1: to broadcast, um, and you know, including insertion and smart 407 00:27:55,480 --> 00:27:58,359 Speaker 1: and the smart TV footprint, just extending out to as 408 00:27:58,400 --> 00:28:03,320 Speaker 1: many endpoints as possible um. And you know, our ultimate 409 00:28:03,400 --> 00:28:06,200 Speaker 1: goal is to give our clients a rich, comprehensive set 410 00:28:06,240 --> 00:28:09,000 Speaker 1: of addressable options that allows them to reach the right 411 00:28:09,080 --> 00:28:13,160 Speaker 1: view or regardless oft endpoint UM and in parallel while 412 00:28:13,280 --> 00:28:16,880 Speaker 1: driving standards across the industry for addressable to keep growing. 413 00:28:16,960 --> 00:28:21,040 Speaker 1: And that you know, that includes automation, as I mentioned, 414 00:28:21,080 --> 00:28:24,439 Speaker 1: just automating as many aspects of the campaign life cycle 415 00:28:24,600 --> 00:28:29,320 Speaker 1: as you know as possible, so that we make our 416 00:28:30,240 --> 00:28:36,359 Speaker 1: uh M VPD integrations more seamless and thereby have a 417 00:28:36,480 --> 00:28:39,520 Speaker 1: set of capabilities to you know, for our clients that 418 00:28:39,600 --> 00:28:45,240 Speaker 1: are as seamless and easy as possible. Well said, I 419 00:28:45,240 --> 00:28:48,480 Speaker 1: would I would add that you know, right now there's 420 00:28:48,560 --> 00:28:54,160 Speaker 1: a sort of a bifurcation of what is now called CTV, 421 00:28:54,560 --> 00:28:57,840 Speaker 1: which is um you know, executed in the digital space. 422 00:28:58,440 --> 00:29:02,640 Speaker 1: It's things like Slinging and Paramount Plus and you know, 423 00:29:02,680 --> 00:29:07,280 Speaker 1: other sort of streaming type video products that are you know, 424 00:29:07,360 --> 00:29:10,640 Speaker 1: delivered on smart TVs or on fire sticks or whatever 425 00:29:10,680 --> 00:29:15,120 Speaker 1: the case may be. And in that for whatever reason, 426 00:29:15,240 --> 00:29:18,040 Speaker 1: right it's it's sort of its own thing CTV. And 427 00:29:18,040 --> 00:29:20,880 Speaker 1: then we have addressable or linear address ball as we 428 00:29:20,960 --> 00:29:25,520 Speaker 1: sometimes call it, those are gonna converge and just become one. 429 00:29:25,760 --> 00:29:29,640 Speaker 1: Right there, that's an artificial distinction, and that that distinction 430 00:29:29,640 --> 00:29:33,840 Speaker 1: will go away, So that that will be an important 431 00:29:34,000 --> 00:29:37,920 Speaker 1: milestone when that happens. And UM, I do think that 432 00:29:37,920 --> 00:29:41,240 Speaker 1: that you know is on the horizon. The other thing 433 00:29:41,760 --> 00:29:45,200 Speaker 1: that will be important is when um, really you know, 434 00:29:45,440 --> 00:29:50,360 Speaker 1: just more of the of the programmers inventory is made 435 00:29:50,360 --> 00:29:55,240 Speaker 1: available for addressable. It's it's still a supset and it 436 00:29:55,280 --> 00:29:57,920 Speaker 1: will probably be a subset for a bit of time. 437 00:29:58,200 --> 00:30:02,440 Speaker 1: But um, as it gains traction, and as these systems 438 00:30:03,240 --> 00:30:07,800 Speaker 1: to become more mature, as it becomes easier for programmers 439 00:30:07,800 --> 00:30:11,560 Speaker 1: like viacom to execute this in too and to move 440 00:30:11,720 --> 00:30:18,200 Speaker 1: between a linear and an addressable execution, UM, that will 441 00:30:18,280 --> 00:30:24,080 Speaker 1: that will drive more of that inventory into the marketplace. Yeah, 442 00:30:24,400 --> 00:30:26,600 Speaker 1: go ahead, now, I was just gonna I was gonna 443 00:30:27,040 --> 00:30:29,200 Speaker 1: underscore that by saying that really goes back to our 444 00:30:29,240 --> 00:30:33,000 Speaker 1: earlier conversation around measurement and interoperability. Right like being able 445 00:30:33,080 --> 00:30:37,040 Speaker 1: to right now to Tim's point where we're only lighting 446 00:30:37,080 --> 00:30:40,479 Speaker 1: up a certain amount of inventory. But as systems and 447 00:30:40,560 --> 00:30:45,680 Speaker 1: measurement capabilities become more um sophisticated, we'll be able to 448 00:30:45,680 --> 00:30:50,000 Speaker 1: toggle and you know, enable inventory as we see fit 449 00:30:50,120 --> 00:30:53,240 Speaker 1: based on demand in the marketplace, so it will become 450 00:30:53,280 --> 00:31:00,280 Speaker 1: a much more dynamic environment. God, I agree. And then 451 00:31:00,640 --> 00:31:02,479 Speaker 1: this the third point I was gonna make was just 452 00:31:02,920 --> 00:31:08,840 Speaker 1: platforms and systems that will allow ease of execution for agencies, 453 00:31:09,000 --> 00:31:12,560 Speaker 1: whether they're executing with a with a programmer or with 454 00:31:12,640 --> 00:31:15,360 Speaker 1: a distributor that they can mix and match again, whether 455 00:31:15,400 --> 00:31:19,560 Speaker 1: it has CTV components mixed in um and and being 456 00:31:19,640 --> 00:31:24,960 Speaker 1: too uh seamlessly uh pull that off. To have the 457 00:31:25,080 --> 00:31:29,240 Speaker 1: data work across all those different execution points, and to 458 00:31:29,440 --> 00:31:32,320 Speaker 1: have the reporting be consistent, and to be able to 459 00:31:32,320 --> 00:31:37,600 Speaker 1: do attribution and and measure your kpies, etcetera. So so 460 00:31:37,680 --> 00:31:39,400 Speaker 1: those are the three that I would call out, and 461 00:31:39,680 --> 00:31:42,880 Speaker 1: I do see all of those on the horizon, which 462 00:31:42,920 --> 00:31:47,480 Speaker 1: is great news. Thank you both, Tim Seema for this 463 00:31:47,680 --> 00:31:50,880 Speaker 1: great tour of the addressable TV landscape. It's going to 464 00:31:50,960 --> 00:31:54,120 Speaker 1: be an interesting part of the industry to watch. This 465 00:31:54,200 --> 00:31:57,640 Speaker 1: has also been a great kickoff episode of our Making 466 00:31:57,720 --> 00:32:02,080 Speaker 1: Addressable Accessible series. Will do more on that later this summer. 467 00:32:02,960 --> 00:32:05,720 Speaker 1: Thanks again for both your time. Thank you so much. 468 00:32:12,440 --> 00:32:15,440 Speaker 1: This has been another episode of Strictly Business. Tune in 469 00:32:15,520 --> 00:32:19,000 Speaker 1: next week for another helping of scintillating conversation with media 470 00:32:19,080 --> 00:32:21,640 Speaker 1: movers and shakers, and please make sure you subscribe to 471 00:32:21,680 --> 00:32:25,040 Speaker 1: the podcast to hear future episodes. Also leave a review 472 00:32:25,080 --> 00:32:27,840 Speaker 1: in Apple Podcasts let us know how we're doing.