{"id":642468,"date":"2023-04-28T10:06:33","date_gmt":"2023-04-28T15:06:33","guid":{"rendered":"https:\/\/news.sellorbuyhomefast.com\/index.php\/2023\/04\/28\/fragmentation-is-difficult-overheard-at-digiday-and-directv-ctv-leaders-dinner\/"},"modified":"2023-04-28T10:06:33","modified_gmt":"2023-04-28T15:06:33","slug":"fragmentation-is-difficult-overheard-at-digiday-and-directv-ctv-leaders-dinner","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2023\/04\/28\/fragmentation-is-difficult-overheard-at-digiday-and-directv-ctv-leaders-dinner\/","title":{"rendered":"\u2018Fragmentation is difficult\u2019: Overheard at Digiday and DirecTV CTV leaders dinner"},"content":{"rendered":"
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April 28, 2023\u00a0\u00a0\u2022\u00a0\u00a05 min read<\/span> \u00a0\u2022\u00a0 By Jim Cooper<\/a><\/p>\n<\/div>\n

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As part of its Future of TV week, which wraps today, Digiday, in partnership with sponsor DirecTV, hosted a CTV leaders dinner in New York Wednesday evening.<\/p>\n

The deep and wide ranging conversation with over a dozen agency and platform executives \u2014 conducted under Chatham House Rules, which shields participants from sharing names and affiliation in exchange for candor \u2014 covered topics spanning from the challenge of making sense of dense fragmentation in the CTV space (according to research by DirecTV, 70% of viewers pay to subscribe to live and video-on-demand services), to whether AI has a place as a tool to streamline the more complex functions of the CTV proposition.<\/p>\n

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What follows is just a small fraction of the conversation, edited for brevity and clarity, and, again, conducted anonymously.<\/em><\/p>\n

On fragmentation<\/strong><\/h2>\n

\u201cIt\u2019s really confusing for marketers, and frankly, how you make sense of the various different propositions that everyone has to offer. You couple that with FAST channels being onboarded. And now you\u2019re in a place where how do you define premium. Fragmentation is difficult for all of us.\u201d<\/p>\n

\u201cThere\u2019s really a lot of transparency issues between the different devices and platforms. And that\u2019s what we\u2019re hoping to eventually break down. But yes, a lot fragmentation.\u201d<\/p>\n

\u201cWe used to buy the same way consumers watch and it was easy. But now consumers have a whole different landscape than the buying landscape these days and you have to navigate both. And that\u2019s a complexity that we have to think as programmatic continues to grow. How you buy vs. what you\u2019re consuming adds to that layer of fragmentation, because it\u2019s just not synced up the way it used to.\u201d<\/p>\n

\u201cWhere fragmentation really comes to me is literally like, \u2018How are you going to buy? How are you making sure that you\u2019re buying across all devices and publishers that you really need to reach your audience effectively.’\u201d<\/p>\n

\u201cI feel like it\u2019s probably going to be easier to buy linear, addressable and linear. And, for a while, a lot harder for CTV because of the fragmentation, identity becomes a really big important part of that.\u201d<\/p>\n

On reach<\/strong><\/h2>\n

\u201cSo it becomes a really interesting planning question in terms of overall budget in terms of like, yes, audiences are shifting here. But can you really reach them? Where do you spend your first dollar? How much do you do there? Where do you go next? Planning has become my thing. So complicated.\u201d<\/p>\n

\u201cHow do you equate an ad in one program versus another in linear? We\u2019re used to already valuing those differently, because Prime was more valuable than overnight. And then you looked at different costs on an efficiency basis, and that would range but it\u2019s really what\u2019s effective reach? Is it the same? Is there anything you could do to tip the scale?\u201d<\/p>\n

\u201cWe\u2019re used to just kind of checking the box because it was all equal and you could do a comparison pretty easily. Now there\u2019s a lot of ways to reach them [audiences]. So what is effective reach? Can we just check the box that person has been reached vs. did we make an impact and an effect?\u201d<\/p>\n

\u201cYes. But that is assuming that we measure all the same way which we do not.\u201d<\/p>\n

\u201cTotally agree. So the conversation on the unique reach challenge is, at some point, you have to measure those things and figure out how you can use uniformity, which most people are not, most brands are not. In fact, most brands aren\u2019t measuring it at all. If you want to reach a certain amount of customers, you\u2019ll have no idea how many of them you\u2019re getting to.\u201d<\/p>\n

On CTV and data<\/strong><\/h2>\n

\u201cWe\u2019ve all seen this before. It\u2019s just walled gardens, everyone protecting their data again, and it\u2019s a mess. It\u2019s gonna get messier.\u201d<\/p>\n

\u201cThe question is, do those platforms, Amazon, Roku, all start to set up their own clean room initiatives. And that data never leaves their world and then we\u2019re all sort of working in those environments regardless.\u201d<\/p>\n

On Identity<\/strong><\/h2>\n

\u201cCTV is born on third base\u2026 So authentication rates on CTV proportionally or anytime is greater than anything. The web on its best day is a low single digit authentication. CTV without trying can hit five to 10. It\u2019s going to be more signal rich than most of digital. Identity will be accelerated, which we think of identity in terms of what we use right now. But where there is rich signal, that\u2019s where the market is headed.\u201d<\/p>\n

\u201cI think there are potentially challenges there just from marrying identity and show level data. And there are some regulatory issues that we may have there. So I don\u2019t know how those get married.\u201d<\/p>\n

On AI\u2019s emergence<\/strong><\/h2>\n

\u201cChatGPT is only as good as its recent put in. And for planning tools, is that information good? How much do you believe the information you\u2019re being given. And then also the, again, to that point of identity, do you actually believe that identity is truthful?\u201d<\/p>\n

\u201cI think it will help. Like where it can be applicable, or where it\u2019s interesting to me, is that it will lower the cost of creative so it allows for more entrants into the space.\u201d<\/p>\n

\u201cThen also areas that are hard to understand. Podcasting is a great example \u2014 it generates so much content but it\u2019s impossible to know what it is. But large language models can now decode it really cheaply. Create datasets that open up different channels in ways that we can understand. There are these sort of adjacent solves or really interesting areas to explore.\u201d<\/p>\n<\/div>\n

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https:\/\/digiday.com\/?p=501593<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n

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\n Jim Cooper<\/p>\n","protected":false},"excerpt":{"rendered":"

April 28, 2023\u00a0\u00a0\u2022\u00a0\u00a05 min read \u00a0\u2022\u00a0 By Jim Cooper As part of its Future of TV week, which wraps today, Digiday, in partnership with sponsor DirecTV, hosted a CTV leaders dinner in New York Wednesday evening. The deep and wide ranging conversation with over a dozen agency and platform executives \u2014 conducted under Chatham House<\/p>\n","protected":false},"author":1,"featured_media":642469,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28667,61410,46],"tags":[],"class_list":{"0":"post-642468","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-difficult","8":"category-fragmentation","9":"category-technology"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/642468","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/comments?post=642468"}],"version-history":[{"count":0,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/642468\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media\/642469"}],"wp:attachment":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media?parent=642468"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/categories?post=642468"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/tags?post=642468"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}