SAN FRANCISCO – The smart TV business and the advertising industry need to collaborate closely on technology, standards and transparency in order for marketing in this new ecosystem to take off. That’s the conclusion of Ashley Swartz in this commentary from the recent Smart TV and Multi-Screen Advertising Summit
Partnerships will be increasingly vital as connected TV makers, technology firms and advertisers work to build out the smart TV business and to integrate TV and digital data into TV buying, she explains in her commentary.
“The ad networks, technology platforms and demand side platforms are the connective tissue from the legacy to the new, and the legacy to emerging…these guys are not only innovating and enabling new solutions, they’re also forging a bridge and doing translation because the language of traditional TV is different from the language of digital.” That work includes determining the methods of valuing ads, whether via clicks or a TV equivalent. “If we create fixed ratios of value it can commoditize the environment,” she says.
Ashley Swartz is a principal of the New York-based consultancy Furious Minds. She is former head of the interactive television practice at Digitas. She is a regular contributor to Beet.TV