Video-on-demand inventory is the next logical entry point for programmatic style advertising into linear TV, says Ashley J. Swartz, CEO and Founder of Furious Minds, in an interview with Beet.TV.
“VOD is the first inventory that will come online for dynamic ad insertion,” she says. “The inventory is a bit more controlled, it’s not beholden to a live, linear broadcast. You aren’t encumbered by a lot of the same challenges and it’s there and starting to happen….in local.” The biggest challenge though lies in infrastructure and connecting the dots. “Even if we have a wealth of data we are still encumbered with [clunky] ad serving infrastructure that is proprietary with every operator in the US, and there has to be a way to make this inventory more actionable.”
The true ROI for using more data in TV buying is the possibility not just of targeting but of eliminating waste in advertising by making more informed ad decisions, she says. Keep an eye on new data sets, such as visual recognition data, and the role they might play in TV advertising.
She adds that ad fraud remains an important topic, and the upcoming DMEXCO conference should offer an opportunity to assess how the European marketplace is handling online ad fraud.
We spoke with Swartz for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco. It is sponsored by the automatic content recognition (ACR) technology provider Civolution.