Once, it was a one-to-many medium. But TV is being rebooted. As consumers connect a new wave TV boxes to the internet, the screen in the living room begins benefitting from all the things internet-connected devices have been able to do for the last 20 years. "The writing is on the wall," Mediavest Spark ad tech and platforms EVP Oleg Korenfeld tells Beet.TV in this video interview. "As people cut their cord more and more ... we will reach a critical mass, where it becomes a true TV on-demand platform.
A couple of years back, video ad-tech outfit Ooyala acquired peer Videoplaza to combine geographic footprints and technological capabilities in a single company. Now the joined-up outfit is going to market. We have invested in the ad-tech business since acquiring Videoplaza a couple of years ago," Ooyala programmatic GM Scott Braley tells Beet.TV on the company's first visit to Cannes Lions. "We are now announcing our roll-out of our new platform - we are piloting the holistic ad server for video - which comprises the integration of SSP-type capabilities natively within the video ad server." "We don't believe, philosophically, in the standalone SSP.
One source of ad demand is good, multiple sources all facing off against each other is better. That's why video ad-tech platform Ooyala has combined its Pulse ad server and programmatic toolset to let publishers pool demand sources for better effect. Ooyala's programmatic GM Scott Braley says the reboot is called a "Holistic Ad Decisioning" platform. According to the press release: "With a unified view of both direct and programmatic inventory, ad operations (ad ops) teams can sell inventory for over-the-top (OTT) and video-on-demand (VOD) content, live events, as well as IAB-standard video units for mobile and in-stream display across the entire array of sales channels, including direct-sold, private marketplaces (PMPs), open marketplaces and private deals." "It lets you integrate all the programmatic demand you get from a typical SSP (supply-side platform) in to the ad server at the time of the impression.
What is one of the biggest database software companies doing at an advertising conference? Wandering amongst the brands, agencies and ad-tech vendors at the just-wrapped Advertising Week New York event, Beet.TV found Oracle, the massive seller of data products. Its strategic agency partnerships global head Vik Kathuria explains the logic of the attendance to Beet.TV: "Oracle have a pretty strong presence (at Advertising Week). We are speaking on multiple panels. "We actually have partners across all top six holding companies and all their agencies.
"It doesn't have to be that way." Feldman sees a parallel with another online business that, once, was nascent but which has certainly now grown up. "Think about our experience with search," he tells Beet.TV. "Whenever we conduct a search, most of the results that come back are relevant and useful to us. That demonstrates the power of data and technology.