TV advertising is becoming more complicated.

At the same time, TV ad buying and selling needs to become much simpler.

That’s why Paramount is looking to bring together its sales teams to better reflect advertisers’ budgets and needs, while also striving to not over complicate things.

Thus, the media giant is, “thinking about total video in really a convergent way,” said Travis Scoles, SVP, Advanced Advertising, Paramount. “It’s not like we want to have linear in one bucket, and on the other side we have addressable media and then digital media and CTV.”

Increasingly, all these channels are informing each other, and becoming more addressable. Plus, advertisers want a single, uniform strategy as much as possible so they can better control reach and frequency. “The payoff is worth it,” Scoles told Beet.TV.

The challenge of course, is just as buyers and sellers are striving toward a more straightforward way of working, more data sets and currencies are being introduced and adopted by the TV ecosystem. Paramount is looking to weave all of this together without having to adopt entirely new systems and workflows, Scoles said.

Ultimately, however TV buys are tracked and executed, getting deals done is “about creating a mutual agreement between buyers and sellers,” he said. “That concept is intact.”

You’re watching “The Future of Addressability in CTV,” a Beet.TV Leadership Series presented by LiveRamp, produced in New York at a Beet.TV Leadership Dinner. For more videos from this series, please visit this page.