The CTV Podcast How Publicis is thinking about the growing CTV ecosystem, with Tim Cady, Managing Partner, PMX.
Feb 6, 2025
Tim Cady, Managing Partner at Publicis Media, shares his extensive experience in both linear and connected TV advertising. He discusses how advertising agencies are adapting to the evolving CTV landscape and the significance of combining traditional TV with digital streaming. Cady highlights the importance of ACR data for improving audience measurement and the growing shift of direct response budgets to CTV. Listeners gain insights on the challenges of integrating legacy measurement methods with modern analytics and the need for collaboration in this dynamic market.
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How Publicis Defines TV
- Publicis classifies TV as the physical TV set device or the generic experience of watching TV content.
- Their CTV planning focuses on big screen inventory but remains open to platforms as long as inventory is high quality and brand safe.
PMX Lift Centralizes CTV Buying
- PMX Lift centralizes CTV audience targeting and measurement across fragmented supply sources.
- This singularity simplifies planning, buying, and reporting for agencies and clients.
Four Cardinal Partner Requirements
- To partner with PMX, supply must integrate well with PMX's identity solutions and allow programmatic activation.
- Inventory must be unique, high quality, brand safe, have good commercials, and support PMX measurement needs.