Speaker 1: Welcome to Strictly Business, a podcast where we talk with
Speaker 1: some of the brightest minds working in the media business today.
Speaker 1: I'm Andrew Wallenstein with Variety and this is a special
Speaker 1: episode part of a multi media series sponsored by Viacom
Speaker 1: CBS that we're calling Making Addressable Accessible. It's a multi
Speaker 1: part exploration of a technology known as addressable TV, an innovation,
Speaker 1: and how marketers are able to target the right audiences
Speaker 1: with the right messages. Addressable TV is fast becoming a
Speaker 1: part of the discussion in the upfront marketplace, which is
Speaker 1: why I'm excited to dig into its implications for advertising
Speaker 1: with my guests seem A Patel, vice President of Partnership
Speaker 1: Development at Viacom CBS, and Tim Meyer's GM of Strategic
Speaker 1: Partnerships and Products at Dish Media. Their collaboration in the
Speaker 1: space is just one of the many facets will be
Speaker 1: exploring in this series, so look for more upcoming dates
Speaker 1: from us in July and August for future webinar editions
Speaker 1: of Making Addressable Accessible. Welcome back to the Strictly Business podcast.
Speaker 1: I'm looking forward to getting into what addressable TV is
Speaker 1: all about today with my guests Seema Patel and Tim myers.
Speaker 1: Thanks to both of you for taking part in this conversation.
Speaker 1: Thanks for having us, yep, thanks for having us. So first,
Speaker 1: I just want to get very basic for the uninitiated.
Speaker 1: Let's spend some time just defining what addressable TV is,
Speaker 1: you know, the one oh one definition. Who wants to
Speaker 1: take that? I'll take it. Go ahead, Tim, do you
Speaker 1: want to go or should I? I'll let you? And
Speaker 1: all adds in color? How's that? That's perfect? So hopefully
Speaker 1: you'll like my example. Um, it's it's all about personalizing ads. Uh.
Speaker 1: You know. Addressable is the ability to serve relevant ads
Speaker 1: to consumers regardless of what or when they are watching.
Speaker 1: So if Tim and I are both Dish customers, and
Speaker 1: we're both watching the Daily Show, and let's say we're
Speaker 1: both in the market for an auto, I, as a
Speaker 1: mom with two kids who I'm constantly driving around, might
Speaker 1: get an ad for an SUV, and Tim, whose kids
Speaker 1: are older and have left the nest, might get an
Speaker 1: ad for a sports car. Now, more broadly speaking, the
Speaker 1: goal of addressable advertising is really to use technology and
Speaker 1: data to deliver the best advertising experience for our clients
Speaker 1: and our viewers, and so this is important for two
Speaker 1: key reasons. For viewers, addressable targeting provides the most relevant
Speaker 1: and engaging AD experience, which represents a valuable exchange of
Speaker 1: their time and attention for our premium content, and for
Speaker 1: advertisers and agencies, the best AD experience is not only
Speaker 1: one that's the most relevant, engaging, and effective, but it's
Speaker 1: also one that provides scale and operational efficiency and transactional ease.
Speaker 1: And I would just add, you know, some other benefits
Speaker 1: to the fundamental technology. Here is a shift from what
Speaker 1: we would traditionally call a spot based approach, where an
Speaker 1: AD is inserted into a particular piece of programming a
Speaker 1: TV show at a very specific time, and then it's
Speaker 1: broadcast out to everybody who's watching that show at that time.
Speaker 1: With the addressable technology that we're using, we're switching over
Speaker 1: to what I would call an impression based model, more
Speaker 1: similar to how it works in a digital environment, where
Speaker 1: an AD is served uniquely to the household or the
Speaker 1: device that is watching the content, and not the entire population,
Speaker 1: and that allows those different ads to be essentially presented
Speaker 1: to different viewers. That has other benefits above just targeting. Um.
Speaker 1: For instance, it does allow an advertiser to find the
Speaker 1: viewer whenever and wherever they're watching, and that allows them
Speaker 1: to uh get in front of more viewers. And it
Speaker 1: also allows them to control how often of your will
Speaker 1: see that ad, which we would call control of both
Speaker 1: reach and frequency. So those are also big benefits of
Speaker 1: this technology. So it's clear to me how what you're
Speaker 1: doing with addressable differs from sort of the traditional spray
Speaker 1: and prey approaches they used to say in in in
Speaker 1: linear television. But this also isn't a new marketplace. I've
Speaker 1: been hearing about addressable TV now for nearly a decade.
Speaker 1: I believe the market are recently estimated this is sort
Speaker 1: of like a three point four billion dollar business. So
Speaker 1: where are we in the evolu of addressable TV? Where
Speaker 1: we're we're Are we at a place where this is
Speaker 1: finally ready to sort of make the leap into being
Speaker 1: a more accepted technology used in the business. Yeah, we're
Speaker 1: certainly getting there. I mean look, satellite providers like Dish
Speaker 1: and Direct TV were the first to enable addressability UM
Speaker 1: and others. Other cable operators and m v p s
Speaker 1: have followed. UM. You know, in a former life, actually
Speaker 1: helped launch s live when you're addressable a direct TV
Speaker 1: back in it was a coveted capability that at the
Speaker 1: time was only available to m v PD sales channels,
Speaker 1: and more recently, thanks to continued partnership from collaboration, programmers
Speaker 1: have collaborated with m v PD s tech partners, data
Speaker 1: vendors to enable our own avails to offer our clients,
Speaker 1: you know, our premium video inventory that is addressable capable.
Speaker 1: So I think we're seeing this evolution and of just
Speaker 1: cross organizational collaboration UM that's allowing and opening up the
Speaker 1: road to broader scale of addressability. Yeah, and I would
Speaker 1: just add, I think this milestone that we're beginning to
Speaker 1: hit right now where UH programmers like viacom are starting
Speaker 1: to offer these capabilities in their inventory, which is the
Speaker 1: you know, the bulk of the available TV advertising inventory
Speaker 1: in the marketplace is extremely important. Over the past eight
Speaker 1: or so years, as Dish has been selling addressable at
Speaker 1: some version of scale. And I say at some version
Speaker 1: because as as you mentioned, it's it's been sort of
Speaker 1: this new technology that's been growing and and and as
Speaker 1: quietly been you know, growing at good rates sort of
Speaker 1: behind the scenes, but it's always carried with it a
Speaker 1: perception that UM it's in the what we call the
Speaker 1: local inventory, the inventory controlled by the distributor, and because
Speaker 1: of that, it's broken up by different distributors, which could
Speaker 1: mean it has some geographic components. So we can't necessarily
Speaker 1: UM execute for all subscribers, all viewers across the entire nation.
Speaker 1: I mean, yes, it's a nice dish and direct TV
Speaker 1: our national products and we can get you exposure. But
Speaker 1: in certain markets where let's say Comcast is the dominant
Speaker 1: video provider, right you, you would still be missing a
Speaker 1: number of folks there. So it it it's something that
Speaker 1: because it was tied into that sort of distributor controlled inventory,
Speaker 1: it just was perceived as not really having scale, and
Speaker 1: therefore it would end up in UM budgets that were
Speaker 1: not the mainstream budgets, and and because of that, there
Speaker 1: were all you know, they're also variability. There's more variability
Speaker 1: in those budgets UM. And so, now, as I said,
Speaker 1: hitting these milestones where programmers will be bringing that inventory in,
Speaker 1: where this will become really just another mainstream TV AD product,
Speaker 1: that's that's that's gonna really I think take addressable to
Speaker 1: the next level. So I'm getting a feel for the Viacom, CBS,
Speaker 1: and dish perspectives, and we're certainly going to dig into
Speaker 1: how you guys relate to each other in making addressable
Speaker 1: TV happen further into this conversation. But I think we
Speaker 1: also got to address the other major party in this room,
Speaker 1: which is the media buying community, which you know throw
Speaker 1: you know, the knock on Madison Avenue, and it's slow
Speaker 1: to move, it's slow to embrace change. Addressable TV sounds
Speaker 1: like a very significant change. So I know, you guys
Speaker 1: and many other companies recently commissioned a survey from forest
Speaker 1: Or to gauge the important perspectives of the media buyer
Speaker 1: and community. What did you learn about what addressable TV
Speaker 1: has been for that critical component of the industry. I
Speaker 1: think the community is really starting to embrace it and
Speaker 1: see value in it. Um you know. Some of the
Speaker 1: findings that came out of the study. Media buyers that
Speaker 1: were surveyed said their organizations are focused on using addressable
Speaker 1: t V to improve the effectiveness of their TV campaign targeting.
Speaker 1: Forty four percent said that delivering more personalized and relevant
Speaker 1: ads for their customers is one of the most important
Speaker 1: outcomes for addressable TV buys. So you know, I think
Speaker 1: they are really coming around. And and in addition, you
Speaker 1: know that study came out in March. We're currently in
Speaker 1: the thick of our upfront conversations and we're seeing those
Speaker 1: stats come to life. Where we've had a lot of
Speaker 1: encouraging and positive discussions around addressable in general. Got it um,
Speaker 1: But were there areas tim where you felt or sorry
Speaker 1: the media buyers You started to get a sense from
Speaker 1: them of well, this is a pain point, this is
Speaker 1: something we need to fix in order to get more
Speaker 1: of an embrace from Madison Avenue of addressable TV. Yes,
Speaker 1: I mean those media companies said, you know, work to
Speaker 1: promote simplicity, expand available addressable TV inventory. So again going
Speaker 1: back to the point I was raising earlier, where addressable
Speaker 1: was a bit fragmented, Right, If you wanted to uh
Speaker 1: a purchase a campaign that was going to reach as
Speaker 1: many possible viewers, you would have to make a purchase
Speaker 1: from Dish, you would have to make a purchase from
Speaker 1: Direct TV, you would have to make a purchase from
Speaker 1: Comcast or their representative Ampersand and you know, each of
Speaker 1: those companies may have slightly different ways they do things,
Speaker 1: right and slightly different data partners and slightly different measurement capabilities,
Speaker 1: and someone has to stitch all that together, right, and
Speaker 1: and so that that complexity was really was really a barrier.
Speaker 1: And so media companies are saying, hey, we need you
Speaker 1: to define and promote a single measurement standard for instance,
Speaker 1: we need in our operability across partners and technologies, and
Speaker 1: we need you to enable the buying of these national minutes,
Speaker 1: these these minutes within the programmers inventory. So those those
Speaker 1: were some of the major UH points that came out
Speaker 1: from the media company side when survey. And I guess
Speaker 1: it's important to hear that feedback. I mean, were either
Speaker 1: of you surprised or learned things from this survey that
Speaker 1: you didn't even expect to learn, maybe things you hadn't anticipated.
Speaker 1: M I think for me it was a bit mixed, right.
Speaker 1: I think we knew that some of these issues were
Speaker 1: out there and and that they were creating some barriers.
Speaker 1: But I think when we when we heard how firmly
Speaker 1: rooted some of these issues and opinions around these issues
Speaker 1: um are with with various constituencies. It's because it's the
Speaker 1: media buyers. But even when you talk to the to
Speaker 1: to the sellers like ourselves that dish or when you
Speaker 1: talk to the tech platforms that are UM you know,
Speaker 1: putting together offerings to try to help solve this these
Speaker 1: these issues, they just rise to the top. And and
Speaker 1: so it is I think it's good that we now
Speaker 1: have this consolidated view in this survey that is really
Speaker 1: really UM sort of helping to set the roadmap in
Speaker 1: terms of what we what we need to do to
Speaker 1: take this to the next levels. From that perspective, it's
Speaker 1: it's it's very helpful, So not entirely surprising, but this
Speaker 1: additional clarity really really important. Yeah, I agree. I would
Speaker 1: say I think it gave us an opportunity UM to
Speaker 1: better understand the buying communities POV and to validate the
Speaker 1: direction that we were all individually and collectively heading. And again,
Speaker 1: you know, it gives us, it gives us that push,
Speaker 1: It gives us UM, you know, further opportunity to advocate
Speaker 1: for positive change and evolution. I mean looks as partners UM.
Speaker 1: You know, we had representation for the study across m
Speaker 1: vpd s, programmers, data companies, tech vendors, and we all
Speaker 1: tend to bring unique points of view, but to have
Speaker 1: an objective third party evaluate the current and future state
Speaker 1: of addressability really gives us the opportunity to further align
Speaker 1: on future state. But when you list out those partners,
Speaker 1: that's what I'm struck by, because it really takes all
Speaker 1: these different pieces of the puzzle to make addressable work.
Speaker 1: And so I'm curious, because you've both been doing this
Speaker 1: for a while at various companies in different capacities, how
Speaker 1: was that collaboration evolved over the years. You know, it's
Speaker 1: it's much less siloed now, right, Um, As Tim mentioned,
Speaker 1: you know, there was there there was a lot of fragmentation,
Speaker 1: and now with collaboration, um, with programmers getting into the mix,
Speaker 1: I think that the collaboration becomes deeper, it becomes more transparent. Um.
Speaker 1: I mean we're now working side by side, whereas before
Speaker 1: we were sort of, you know, on opposite sides of
Speaker 1: the table. And I think just the level of collaboration
Speaker 1: that we've seen happen even in the last five years
Speaker 1: is tremendous um, you know, and I'm hope that that's
Speaker 1: going to continue so that we can just continue to
Speaker 1: drive progress together. It is, it's it's it's an enormous
Speaker 1: amount of effort across different lanes, UM. But the good
Speaker 1: news is is that you know, at every turn there
Speaker 1: is a lot of engagement, UM and just a lot
Speaker 1: of a lot of mutual uh, a lot of mutual
Speaker 1: collaboration to move towards making progress and shipping away at
Speaker 1: all the things that we know we need to continue
Speaker 1: to to work towards. Yeah, I would add, you know,
Speaker 1: I think distributors in particular have had a history of
Speaker 1: working together, UH Dish and direct TV. We have a
Speaker 1: very strong example and something we've been doing in the
Speaker 1: political space that we branded as D two, where a
Speaker 1: political agency can buy Addressable from D two that will
Speaker 1: end up being transacted on direct TV, on Dish, on sling.
Speaker 1: So so you know, in some ways it's a it
Speaker 1: was a preview of how how this will work UM
Speaker 1: at larger scale across you know, more distributors and more
Speaker 1: inventory types. But the this sort of shift of now
Speaker 1: a programmer and a distributor working together on this, this
Speaker 1: is something new, and this is something that's exciting and
Speaker 1: important because, um, you know, when addressable was first starting,
Speaker 1: it was a unique advantage for a distributor, right, and
Speaker 1: it was something that I think in the beginning, we
Speaker 1: would have we would have sort of said, hey, this
Speaker 1: is competitive to what programmers UM you know, have in
Speaker 1: terms of overall ability to sell into the advertising market. Right,
Speaker 1: it was sort of a unique product for a distributor,
Speaker 1: especially a satellite company like Dish or direct TV. But
Speaker 1: we are now, as we said earlier, realizing to sort
Speaker 1: of drive the scale and to take this to the
Speaker 1: next level, we have to do it in partnership with
Speaker 1: the programmers. Again, that point was made very very clear
Speaker 1: in that in that Forrester study. So so this new
Speaker 1: dynamic of working together with the programmers, to me UM
Speaker 1: is really really important and and it is very good,
Speaker 1: as Seema said, to now be uh not on different sides,
Speaker 1: but on the same side and working through all the
Speaker 1: challenges to pull this off. The other you know, the
Speaker 1: other part of this too though, has been the technology
Speaker 1: and the ad tech companies and and you know we
Speaker 1: need them to also uh come along and to provide
Speaker 1: innovation to you know, fill gaps where they exist UM
Speaker 1: and then you know they need the capital to be
Speaker 1: able to do that. And so we are seeing um,
Speaker 1: I think a number of ad tech companies who are
Speaker 1: stepping up UM. We are seeing some of them who
Speaker 1: are well capitalize, which is important and UM, you know,
Speaker 1: I think that that that's going to UM play a
Speaker 1: big part in terms of also making this UM a
Speaker 1: much more robust offering in the marketplace. I'm talking with
Speaker 1: Seema Patel of Viacom, CBS and Tim Myers Dish Media
Speaker 1: about addressable TV. Will be back in just a minute.
Speaker 1: Welcome back to the Strictly Business podcast. I'm talking the
Speaker 1: Sema Patel and Tim Meyers about addressable television. Tim mentioned
Speaker 1: Seema the notion that the m v p d s
Speaker 1: aren't the only game in town in terms of you
Speaker 1: know where addressable happens. Your job is to get addressable
Speaker 1: avails going in as many places and as possible. So
Speaker 1: what is that like nowadays? What's the opportunity there or
Speaker 1: the challenges in getting that? It's the critical piece of
Speaker 1: all this just getting as much inventory out there. Yeah. UM.
Speaker 1: So applying the power of data to our offerings allows
Speaker 1: clients to combine the scale of TV with the precision
Speaker 1: that's available today in digital media, where targeting is more accurate,
Speaker 1: measurements deeper media investments can be evaluated for their respective
Speaker 1: contributions to business goals. So really what we're doing is
Speaker 1: we're bringing all of that to TV. So the opportunity
Speaker 1: there is it's a much smarter value proposition for clients.
Speaker 1: It's also a way for brands to connect with their
Speaker 1: fragmented audiences. UM. You know, and that being said from
Speaker 1: a Viacom CBS perspective, there's a tremendous amount of complexity
Speaker 1: involved in enabling and managing multiple end points of inventory.
Speaker 1: We currently have a forty plus million household footprint across
Speaker 1: four major distributors, and we're very focused on working through
Speaker 1: the unification and streamlining of execution so we can get
Speaker 1: to a point where we can truly write once and
Speaker 1: publish everywhere. UM. And the goal here is to help
Speaker 1: further simplify by sell side interactions, rendering that process as
Speaker 1: seamless as possible. So we want to continue to make
Speaker 1: it as easy as possible for our clients to engage
Speaker 1: with us, and so driving automation will continue to drive efficiency,
Speaker 1: which will ultimately help us to further scale the offerings.
Speaker 1: And you know, Seema, earlier, you talked about, you know,
Speaker 1: being in the middle of the upfront marketplace. You know,
Speaker 1: how are you feeling right now about where addressable is
Speaker 1: going to stand once once we're done with the upfront period.
Speaker 1: You know, speaking broadly, are you getting the sense as
Speaker 1: you speak to marketers this time around, Hey, they get
Speaker 1: it in a way they maybe didn't a year or
Speaker 1: two ago. Yeah. I mean the feedback that I'm getting
Speaker 1: so far is all really positive from our sales team. UM.
Speaker 1: And I think marketers see the value. I think they
Speaker 1: see that. You know, it's not even the future as
Speaker 1: data driven, it's it's where everyone has to be data
Speaker 1: driven now. UM. And I think you know, the last
Speaker 1: year with the pandemic, I think that further underscored the
Speaker 1: need for data driven solutions, UM, in order to you know,
Speaker 1: for brands to activate their campaigns in the most effective
Speaker 1: and efficient, meaningful way. Got it? Um. You know, one
Speaker 1: of the things that emerged from the forest your survey,
Speaker 1: I think was a sense on the media buyer side
Speaker 1: that those in leadership positions at those organizations, you know,
Speaker 1: they didn't necessarily get addressable that you know, it was
Speaker 1: going to take a process for them to sort of
Speaker 1: move from the traditional Uh. Do you think looking at
Speaker 1: your own companies, that there's been a learning curve for
Speaker 1: everyone to understand the value of addressable why it's worth
Speaker 1: investing and experimenting and spending time with it. I think
Speaker 1: there's always UM, there's always an education and an evangeli
Speaker 1: evangelization process UM. But but you know, for the most part,
Speaker 1: Vicount CBS, it's been embraced, and you know, I think
Speaker 1: everyone has been extremely supportive and forward looking when it
Speaker 1: comes to addressability. I think everyone is on board and
Speaker 1: has made every effort to support our goal of really
Speaker 1: enabling as many addressable end points across our portfolio as possible.
Speaker 1: And I don't want to speak for Siema and and
Speaker 1: seem it's certainly you know, jump in if what I'm
Speaker 1: saying UM is not it's not accurate from your perspective.
Speaker 1: But I think observing UM a little bit from the
Speaker 1: outside in terms of how it's working with programmers and
Speaker 1: with media agencies, this technology allows for much better yield optimization,
Speaker 1: which benefits not only the seller but but also brings
Speaker 1: more supply into the marketplace. So I think those are
Speaker 1: you know, really important UM changes that have been taking place,
Speaker 1: right with with what's been happening with with ratings and
Speaker 1: and sort of overall linear supply being very very tight
Speaker 1: in the marketplace from the from the dish perspective. You know,
Speaker 1: as I mentioned earlier, this this was a unique capability
Speaker 1: we could bring to market. So we've been very very
Speaker 1: bullish unaddressable and continue to be very bullish unaddressable. So, um,
Speaker 1: it was not something we had to to really sell
Speaker 1: into our company because because again we knew that, you know,
Speaker 1: we had some some really important assets to bring to
Speaker 1: the table in terms of making address will happen at scale.
Speaker 1: I wanted to dig a little deeper into something we
Speaker 1: just touched on earlier, the subject of measurement. Uh. It
Speaker 1: felt in reading the forest or survey, working towards a
Speaker 1: single measurement standard was identified as a big priority. So
Speaker 1: what progresses there uh that you know can be point
Speaker 1: to for those who are skeptics, maybe those in the
Speaker 1: media buying community who are still trying to get it
Speaker 1: in terms of how things stand with addressable and getting
Speaker 1: towards a single measurement standard. I can start, you know,
Speaker 1: I think that that measurements an interesting topic when we
Speaker 1: are talking about addressable because the traditional measurement and television
Speaker 1: has been the Nielsen ratings based measurement, and it's in
Speaker 1: many ways that has held back the ability to do
Speaker 1: addressable because if you if you start to UH take
Speaker 1: impressions out of a Nielsen rated spot, then Nielsen will
Speaker 1: no longer validate the rating on that spot, and and
Speaker 1: therefore that has been perceived in the past to be
Speaker 1: less valuable. There is now a significant UM A set
Speaker 1: of initiatives underway in the industry to resolve that. Nielsen
Speaker 1: has really embraced this in and has announced that they
Speaker 1: will have solutions for this. There are there are also
Speaker 1: other companies like com Score who have been at this
Speaker 1: for a while and you know, have a very good
Speaker 1: understanding of how impression based measurement works on TV in
Speaker 1: addition to how it you know works in the digital environments.
Speaker 1: So I think those those two things alone, UH really
Speaker 1: really give us a good view of the path forward UM.
Speaker 1: But there's also you know, increasing efforts to bring even
Speaker 1: more UH competition and innovation into the measurement space, and
Speaker 1: you know, the industry is working in a collaborative fashion
Speaker 1: to help influence that and to help UM provide requirements
Speaker 1: and even work through ways that these newer measurement companies
Speaker 1: can have access to capital, etcetera. So UM it continues
Speaker 1: to it continues to be something where I think will
Speaker 1: will see major announcements coming forward. But we are on
Speaker 1: the right path. Yeah, I would agree, I would. I
Speaker 1: would just add to that that I think, you know,
Speaker 1: we're as the evolution continues, I think the the interoperability
Speaker 1: of all of these data sets will will be key. UM.
Speaker 1: I think we're seeing as to mention, I think we're
Speaker 1: seeing a lot of great progress with a lot of
Speaker 1: these data companies, and you know, hopefully we just keep
Speaker 1: keep chipping away at that. I'd love to hear from
Speaker 1: you guys in terms of what you see in the
Speaker 1: coming years, in terms of milestones or benchmarks that you
Speaker 1: guys have your eyes on in terms of moving addressable forward,
Speaker 1: or are there particular goals or ambitions you guys have
Speaker 1: in front of you that, uh, we need to keep
Speaker 1: an eye on in the coming year or so. I
Speaker 1: think i'd say, you know, extension from from our perspective,
Speaker 1: extension of our footprint. So just continuing to grow our footprint, um,
Speaker 1: you know, beyond insertion on cable, extending it to broad
Speaker 1: to broadcast, um, and you know, including insertion and smart
Speaker 1: and the smart TV footprint, just extending out to as
Speaker 1: many endpoints as possible um. And you know, our ultimate
Speaker 1: goal is to give our clients a rich, comprehensive set
Speaker 1: of addressable options that allows them to reach the right
Speaker 1: view or regardless oft endpoint UM and in parallel while
Speaker 1: driving standards across the industry for addressable to keep growing.
Speaker 1: And that you know, that includes automation, as I mentioned,
Speaker 1: just automating as many aspects of the campaign life cycle
Speaker 1: as you know as possible, so that we make our
Speaker 1: uh M VPD integrations more seamless and thereby have a
Speaker 1: set of capabilities to you know, for our clients that
Speaker 1: are as seamless and easy as possible. Well said, I
Speaker 1: would I would add that you know, right now there's
Speaker 1: a sort of a bifurcation of what is now called CTV,
Speaker 1: which is um you know, executed in the digital space.
Speaker 1: It's things like Slinging and Paramount Plus and you know,
Speaker 1: other sort of streaming type video products that are you know,
Speaker 1: delivered on smart TVs or on fire sticks or whatever
Speaker 1: the case may be. And in that for whatever reason,
Speaker 1: right it's it's sort of its own thing CTV. And
Speaker 1: then we have addressable or linear address ball as we
Speaker 1: sometimes call it, those are gonna converge and just become one.
Speaker 1: Right there, that's an artificial distinction, and that that distinction
Speaker 1: will go away, So that that will be an important
Speaker 1: milestone when that happens. And UM, I do think that
Speaker 1: that you know is on the horizon. The other thing
Speaker 1: that will be important is when um, really you know,
Speaker 1: just more of the of the programmers inventory is made
Speaker 1: available for addressable. It's it's still a supset and it
Speaker 1: will probably be a subset for a bit of time.
Speaker 1: But um, as it gains traction, and as these systems
Speaker 1: to become more mature, as it becomes easier for programmers
Speaker 1: like viacom to execute this in too and to move
Speaker 1: between a linear and an addressable execution, UM, that will
Speaker 1: that will drive more of that inventory into the marketplace. Yeah,
Speaker 1: go ahead, now, I was just gonna I was gonna
Speaker 1: underscore that by saying that really goes back to our
Speaker 1: earlier conversation around measurement and interoperability. Right like being able
Speaker 1: to right now to Tim's point where we're only lighting
Speaker 1: up a certain amount of inventory. But as systems and
Speaker 1: measurement capabilities become more um sophisticated, we'll be able to
Speaker 1: toggle and you know, enable inventory as we see fit
Speaker 1: based on demand in the marketplace, so it will become
Speaker 1: a much more dynamic environment. God, I agree. And then
Speaker 1: this the third point I was gonna make was just
Speaker 1: platforms and systems that will allow ease of execution for agencies,
Speaker 1: whether they're executing with a with a programmer or with
Speaker 1: a distributor that they can mix and match again, whether
Speaker 1: it has CTV components mixed in um and and being
Speaker 1: too uh seamlessly uh pull that off. To have the
Speaker 1: data work across all those different execution points, and to
Speaker 1: have the reporting be consistent, and to be able to
Speaker 1: do attribution and and measure your kpies, etcetera. So so
Speaker 1: those are the three that I would call out, and
Speaker 1: I do see all of those on the horizon, which
Speaker 1: is great news. Thank you both, Tim Seema for this
Speaker 1: great tour of the addressable TV landscape. It's going to
Speaker 1: be an interesting part of the industry to watch. This
Speaker 1: has also been a great kickoff episode of our Making
Speaker 1: Addressable Accessible series. Will do more on that later this summer.
Speaker 1: Thanks again for both your time. Thank you so much.
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