SAN JUAN, PR – “What we’re seeing now is an acceleration towards standards based and IP enabled delivery, which is giving ad sellers and the TV industry a lot more flexibility around what they can do,” notes Chris Curley, Partner Lead at Google.
But, he cautions, there’s still a lot of work to be done delivering a seamless and relevant user experience, one that can be measured in a way that ensures impressions aren’t being wasted on ads that are not actually relevant to the end user.
“Ad sellers want the ability to make sure that the ads that they’re delivering and selling can be more meaningful to the end consumer,” Curley says.
“Whether that means having an ad based upon a specific data point or based on what content the user is watching, the overall lens of addressability varies based upon who’s selling those ads and the data sets that they have, and how they apply those data sets to their business.”
Privacy is another big issue that Google is paying attention to and Curley notes that while some marketers are very “leaned in” and understand the issues, there are still many who seek his company’s guidance.
“We feel that everyone needs to start participating in industry standards around privacy, so that as an industry and as an ecosystem, we are all moving together to deliver a compelling ad experience while protecting users privacy,” he notes.
One final observation is that Curley sees the industry moving away from QAM, towards IP enabled devices and IP connections.
“I think you’re going to see the technology barriers start to break down, which means that we’re now free and open to make the sorts of meaningful business arrangements that will really help this industry move forward.”
Curley was interviewed by TV[R]EV co-founder Alan Wolk at Beet Retreat San Juan 2020, where he was a participant.
This video was produced at the Beet Retreat San Juan 2020 sponsored by 605, DISH Media, NBCU, Roundel & Tubi. For more videos from the series, please visit this landing page.