SANTA MONICA, CA – Connected television is rooted in an ad-free experience, but that’s changing as popular services such as Netflix, Disney+ and Amazon Prime Video offer ad-supported tiers. Because CTV is digitized, it can more readily adopt automated buying and selling of advertising.

“CTV has a big opportunity to learn from the programmatic landscape as it was developed. That landscape was developed around display and online video, and there was data-signal loss,” Jean Fitzpatrick, senior vice president of performance partnerships at Interpublic Group’s Kinesso, said in this interview with Beet.TV contributor Rob Williams at the Beet Retreat Santa Monica.

“There was an abundance of inventory and in the beginning there could be instances of fraud, and we still deal with made-for-advertising websites,” she said. “CTV can look at that and learn from it.”

Video publishers including traditional media companies can apply first-party data about consumers into an improved advertising experience for viewers and marketers.

“In particular what’s interesting is publishers’ figuring out what the right balance of data sharing is,” Fitzpatrick said. “We saw a lot of the display publishers trade off on proprietary data and trying to put that into OpenRTB. That’s really what made them incredibly valuable, but they didn’t see the return and investment.”

She said media companies have a way forward in their collaborations with marketers and media agencies.

“CTV publishers are probably looking at this landscape, where there’s decision buying based on information that they’re sharing,” Fitzpatrick said. “They have to find that right balance so that buyers have enough information to make good decisions, but they’re not giving away so much information that then they lose out on opportunities.”

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