Marketecture: Get Smart. Fast. Ramsey McGrory on Reshaping Prisma and the Future of TV Ad Infrastructure
Jul 14, 2025
Ramsey McGrory, President of Prisma at MediaOcean, dives into the evolution of the advertising infrastructure. He discusses how recent acquisitions, like Innovid, reshape media planning and verification in a fragmented ecosystem. Ramsey highlights the critical role of AI in optimizing ad serving and the move towards integrated platforms. He sheds light on the challenges of buy-side ad servers and the necessity of transparency, revealing how Prisma aims to revolutionize TV advertising by blending linear and digital workflows.
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Prisma's Comprehensive Platform
- MediaOcean rebranded its financial contractual system as Prisma and is merging linear and digital workflows.
- They integrate Innovid for video ad serving and Protected for verification, covering broad aspects of ad tech.
Buy-Side Ad Serving Still Vital
- Buy-side ad serving is crucial for orchestrating creative and media in a fragmented ecosystem.
- The role remains vital as brands demand control, reach, and frequency management across channels.
Fragmentation Drives Consolidation
- Fragmentation across open, hedged, and walled gardens remains a long-term reality.
- MediaOcean aims to consolidate and simplify the supply chain for brands and agencies.