The Beet Retreat Santa Monica this month will bring together leaders from a variety of media, marketing, measurement, data and ad-tech businesses. Geoff Wolinetz, senior vice president of publisher and demand platforms at ad-tech company OpenX, said he’s looking forward to the chance to discuss some key issues such as the need for greater transparency in the programmatic marketplace for connected television advertising.

“We’re moving toward a world where CTV continues to just grow in dominance and importance,” Wolinetz said in this interview with Beet.TV contributor Mike Shields. “For us, I think it’s really about coming with a perspective on how we can make CTV as an ecosystem more transparent, more transactable, more biddable — and give people more confidence in transacting on that platform.”

CTV households

Much of CTV advertising is sold through direct deals between video platforms and media buyers, or through private marketplaces (PMPs) that have select groups of buyers and sellers. Wolinetz would like to see the CTV marketplace open to become biddable among more participants.

“How is it that we can work with the industry to provide a level of brand safety and content-adjacency in CTV that makes sense, while also bringing that measurement and an ability to drive results for advertise KPIs against performance?” Wolinetz said. “We’re in the early innings here of what connected television is and can be.”

The Beet Retreat Santa Monica will take place at the Fairmont Miramar Hotel & Bungalows November 15-17. The presenting sponsors are Experian, Moloco and OpenX. Supporting sponsors are Adobe, LoopMe and Uber.