SAN JUAN, Puerto Rico—Having acquired the assets of Videology last summer, Amobee picked up solutions for the sell-side and, as a result, stands to be “the most broad and deep omni-channel platform,” says GM of Business Development, Tony Yi.
Singtel’s Amobee now seeks to simplify the delivery of advertising across all channels and screens—including video, display, mobile, and social. Its platform includes the Amobee DSP, Amobee DMP, Brand Intelligence and DataMine analytics.
“With Videology, we bring to bear a lot of solutions for the sell side. We believe that the liquidity between the buy and the sell side are necessary for the ecosystem to really drive forward and to circumnavigate the disruptors out there that are emerging right now,” Yi says.
In this interview at the recent Beet Retreat 2018, he names one of the biggest of those disruptors: “Amazon and their capabilities to run the gamut of the whole consumer funnel.”
Asked what he sees in the marketplace and what Amobee’s clients want, Yi says they recognize a “tremendous opportunity to improve yield both on the buy side at the portfolio level ,as well as the sell side when we’re looking at siloes and across siloes. There’s a lot of work to do, but a lot of people finally understanding the massive opportunity to do so and racing very hard to get that done.”
One common trend in the industry as a whole is the “tremendous amount of partnership” in both the U.S. and Europe in the form of OpenAP, EGTA, RTL’s television marketplace “where you’re combining television, audio, outdoor. So there’s a great opportunity even outside of the traditional television space for these media companies to own more of the that consumer funnel.
“So we have to figure out from the technology and the client side how are we going to approach the full funnel ourselves. It’s not good enough to focus in year one to three on just linear and video and television and going across screens.”
Proceeding further down the funnel requires “the right partnerships and the right relationships,” Yi says.
This video was produced in San Juan, Puerto Rico at the Beet.TV executive retreat. Please find more videos from the series on this page. The Beet Retreat was presented by NCC along with Amobee, Dish Media, Oath and Google.