SANTA MONICA, Calif. – Many media companies including traditional print publishers, television broadcasters and digital startups have expanded their production of video content to engage readers who have higher-bandwidth devices such as mobile phones and smart TVs. That shift is pushing them to adopt technology that helps to maximize their advertising sales.

“Viewer consumption continues to shift to streaming. This has created a unique environment for publishers in the way that they have to start thinking like ad-tech companies to properly monetize their inventory,” Adam Royle, director of publisher business development and strategic partnerships at streaming-video company Roku, said in this interview at the Beet Retreat Santa Monica.

“There are choices that they have to make in terms of: are they going to buy their own technology or they’re going to build or they’re going partner?” Royle said. “Most publishers choose a combination.”

Fan Experience for ‘House of the Dragon’ Marks Stronger Ties with CTV Partners: Roku’s Grace Lam

A significant part of this strategy is learning to make the most out of the data they collect about their audiences. This information is a vital resource in ad targeting, measurement and campaign activation.

“A challenge is historically not having their own data or now just not knowing how to use it,” Royle said. “A big opportunity for publishers and monetization in streaming is to be able to increase the value of their inventory and their audiences through the use of data.”

You are watching coverage of Beet Retreat Santa Monica 2022, presented by Ampersand, MiQ, Nielsen, PubMatic, T-Mobile Advertising Solutions and The Trade Desk. For more videos from the Beet Retreat, please visit this page