LONDON, UK — For viewers, viewing quality TV has never been more effortless.

For advertisers, reaching them is becoming hard.

But, just as technology has unleashed fragmentation, Guillaume Belmas of Realytics believes it can also become the solution.

Real deal

“We have now a lot of different services streaming, et cetera – so that makes the decision that the demand side takes more complex,” says Belmas.

His company offers:

  • A programmatic demand-side platform (DSP) for buying TV ads in France.
  • Attribution for TV ad spend.

Last year, the company was acquired by RTL Group, which has also merged three units to improve digital ad offerings:

  • RTL AdConnect
  • G+J I|MS
  • SmartClip’s media division

Demand solutions

Speaking with Beet.TV at The Future of TV Advertising Global in December 2022, Belmas described the challenges to the demand side.

“Linear TV advertising is very important to them,” he said. The measurement is also very important. Cross-media measurement … is key to advertisers and agencies because it’s a matter of deduplicating, attributing to the right media and  bringing the right plan, the ideal plan in terms of ‘How do I spread my budget on linear OTT?’ and so on.

“So that’s the main goals. There always has been those goals, but it’s even more complex now to take smart decisions. So bringing these kind of technologies to the demand side is really key and critical to them.”