SAN JUAN, Puerto Rico – The upfront sales season for media companies this year is expected to include a more diverse group of measurement companies whose data help to set the value of advertising transactions, or what are known as currencies.
Media giant Paramount last month distributed a manual at the Beet Retreat San Juan explaining how advances in viewership measurement provide a currency for cross-platform ad campaigns. The guidebook is intended to share its learnings with other companies that make up the advertising marketplace, including rival media outlets.
“We are not competing on the publisher side on technical capabilities, we’re competing in content,” Michele Stone, vice president of advanced advertising product and planning at Paramount, said in this interview Beet.TV contributor Rob Williams at the retreat.
“Being able to share what we’ve done – our experience with the evaluation process of new currencies, the data that we need, how we need to receive it, how we manage our ETLs [extract, transform and load] – really exciting stuff for engineers and data scientists to hear about,” she said. “I like to believe that we went through all of the difficult things so that we can share that knowledge and make it easier moving forward.”
Paramount is among the major media companies participating in the recently formed Joint Industry Committee to help set standards for cross-platform currencies.
“One of the big topics these days is how collaborative the industry is being with things like the JIC [Joint Industry Committee],” Stone said, “and everything else is making sure that we’re speaking to each other, sharing our knowledge in technical capabilities.”
You’re watching coverage of Beet Retreat San Juan 2023, presented by LiveRamp, Madhive, Magnite, Paramount, T-Mobile Advertising Solutions and VideoAmp. For more videos from the Beet Retreat, please visit this page.