The opportunity is massive, but the silos are deep. In the emerging world, there are enough possibilities and platforms that the market is becoming fragmented.

Marc Bourget wants to bring it back together. Bourget is product management VP at Samba TV, a tech platform which helps advertisers approach the new world of connected TV.

“All of the large CPGs, auto insurance, the same buyers who are very active on linear – they realize that there’s fragmentation,” Bourget tells Beet.TV in this video interview. “They realize that there’s a shift in consumer consumption behavior in terms of where they’re consuming their content.

“(There are) a lot of players in the CTV (connected TV) space. These might not be networks or channels, but these are aggregators who, when you look at their offering, they actually present a lot of those premium channels. The CTV space is extremely fragmented.”

San Francisco-based Samba was set up to help advertisers and broadcasters know, with certainty, which TV shows viewers were watching, for how long and how attentive they were.

Launched in 2008 and backed by investors including Mark Cuban, the outfit works by having software embedded on some 180m viewing devices via app makers which bundle Samba’s recommendation features.

“We realized that that’s an opportunity to forge partnerships and offer up our capabilities as a one-stop shop for marketers to execute with us and be able to reach a massive scale and achieve that incrementality on top of their linear buys where they’re already spending today,” Bourget adds.

In December, Samba acquired Screen6, a firm offering real-time cross-device identity resolution.

The aim was to help ad buyers avoid serving up repeated ads to viewers who may already have seen them – something that can make for waste and inefficiency.

This video is from a Beet.TV series “Unlocking People-Based Marketing on the Open Web presented by OpenX.”   Please find more videos from the series on this page.