TV buying is changing and, goodness, it seems we’re in the storm before the calm.
There are different operating systems, content owners, data owners, platforms on which to buy and ways to measure.
And all the vendors and MVPDs offering solutions to “simplify” everything sometimes seem to add to the complexity.
This week on “The Big Story,” we feature a bunch of smaller stories that are all related to TV and represent puzzle pieces we’re trying to fit together.
First up, AT&T’s Xandr makes a big move to sell proprietary segments exclusively through the DSP Formerly Known as AppNexus, which is now called Xandr Invest. Of course, Invest has access to Xandr’s premium video network, Community.
But will WarnerMedia inventory be available only through Invest? Right now, we don’t know – a Xandr exec wouldn’t say. But tune in here to learn what we do know, as the Xandr vision starts to become a reality.
Meanwhile, in local TV land, Google announced a (second) partnership with WideOrbit to start selling inventory through its DSP DV360. And a new platform called Hudson MX – led by ad tech vets JT Batson and Jay Stevens – emerged from stealth mode, with the aim of automating local TV buys.
This isn’t the first time companies have tried to simplify the purchase of local TV buys – but is the environment different today? And from a cost perspective, is it even worthwhile to pool local TV inventory for purchase?