The Rebooting Show Ad tech comes to TV
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Feb 3, 2025 Tom Pachys, CEO of EX.CO, is at the forefront of programmatic advertising solutions for Connected TV (CTV). He delves into the transformative shift from traditional TV advertising to digital models, emphasizing the merging of sight, sound, and motion with precise targeting. Pachys elaborates on the complexities of measuring ad effectiveness and the rise of dynamic out-of-home advertising. He discusses the necessity for sophisticated tools and strategic data use in navigating this evolving landscape, paving the way for more efficient ad practices.
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Supply and Demand Dynamics
- TV advertising was driven by scarcity, while digital advertising had limitless supply.
- This difference shaped the adoption of programmatic advertising in each medium.
Programmatic's Evolution
- Programmatic advertising on the open web served as a training ground for its application in other media.
- TV advertising, with its focus on sight, sound, and motion, offers advantages for brand marketing.
CTV Data Scarcity
- CTV environments have limited data compared to online advertising, making targeting more challenging.
- This data scarcity affects the ability to differentiate ad slot value within and across apps.