NEW YORK – Advertisers face a variety of challenges in figuring out the best ways to reach consumers who not only view television programming on several connected devices, but also have more tools to guard their privacy. This fragmented media environment drives a need for a holistic solution for marketers and media buyers.
“The biggest thing to focus on especially from an operational standpoint is how can we start to determine in a very accurate way that these devices are in this household across all media points?” Travis Scoles, senior vice president of advanced advertising at Paramount, said. “How can we have accuracy and identity resolution and then apply that not only to the measurement, but frankly, to the execution side as well?”
Paramount has a broad portfolio of media channels, including its Paramount+ video-on-demand service and its Pluto TV platform of streamed video channels and on-demand programming. The media company offers multiple ways for advertisers to reach niche audiences and broad groups of consumers.
“We have content being distributed across all different kinds of endpoints,” Scoles said in this interview with Jon Watts, editorial director of Beet.TV Events, at the Advanced Advertising Summit here. “We have to think about all of those things, and how do you actually glue all of those inventory distribution points together.”