LONDON — When you are facing the challenge both to beef-up your technology capability and to roll out across channels at the same time, should you pick multiple tools that can help each deployment, or one that claims to do it all?
Many tech vendors these days are fond of boasting their “end-to-end” status, claiming to be able to the Swiss Army knife of services. But is it best to pick a specialist solution for each problem?
Ryan Jamboretz doesn’t think so. As the chief commercial officer of TV ad-tech company Videology, he travels the world, meeting broadcasters in the globe’s top 10 markets, and he thinks there’s no point in so-called “point solutions”.
“What you’re seeing is heavy device proliferation, consumption of traditional television fragmenting, while, at the same time, total consumption of content going through the roof,” he tells Beet.TV in this video interview. “So how you tackle that problem without a series of point solutions is the common problem these guys are facing.
There are fantastic companies out there who are experts at each one of those point solutions. Whether it’s set top boxes or whether it’s IPTV or whether it’s over-the-top, there are experts who have developed businesses to work in that environment.
“What the industry now needs is something to elevate above that content-specific silo into a way where they can use their data and unify all those siloes.”
This interview was conducted at the Future of TV Advertising Forum in London. Beet.TV’s coverage is presented by the 605. For other videos from the series, please visit this page.