PHOENIX — Given the constraints in the supply of video inventory, technology firms are looking for ways to help publishers optimize campaigns across screens, says John Rogers, Senior VP Publisher Development at Videology-owned Collider, during an interview with Beet.TV at the IAB Leadership Meeting. One way to do through is through addressability, he tell us.
"We create a space between remnant and your top branded sales through addressability," he says. "We are having lots of conversations around addressability and using data to carve out the niche of your inventory to improve profitability."
That's because publishers want to increase CPMs and grow their fill rates, and as such, technology firms need to understand the challenges publishers face today. "It's important to understand the constraints they have on them around advanced targeting and addressability of their inventory."
For more insight into targeting, check out this video interview.
Disclosure: Videology sponsored Beet.TV's coverage of the IAB Annual Leadership Meeting