As agencies and streaming platforms grapple with standardizing measurement across publishers, iSpot Founder and CEO Sean Muller said the company’s emerging agency-focused business will focus its software that unifies the varying metrics that today’s deals are made on—household and personal-level delivery, unique audience and verification. Should agencies begin to adopt similar deals to Camelot’s with iSpot, transacting on the company’s metrics with streaming publishers will “provide for a much more structured upfront future in a market that has a fairly disorganized upfront on the streaming side,” said Muller.
“Today, there’s no standard [metric] in streaming—every deal is different,” said Muller. “You could have one deal that’s done based on a server log, you can have one deal that’s based on Digital Ad Ratings or you could have another deal that’s based on outcomes. It’s really all over the place in streaming today. So the idea is to bring the ecosystem together on a standardized set of metrics, and it starts with the measurement and then moves on to the transaction.”
For Camelot, the partnership allows its clients “to buy iSpot by the pint versus by the keg,” said Sam Bloom, the agency’s CEO. While a client’s goals may vary between campaigns, the brand may be limited in the flexibility of its measurement tools based on the terms of its license. Bloom’s goal is to remove any barriers to entry for its clients to be able to both implement iSpot data as well as customize its use case-by-case.
“Agencies have to build platforms that are different than DSPs’ and are different than publishers’,” said Bloom. “Agencies should be prescriptive in what they want for their client and be able to bring these kinds of tools in an economically and operationally smart way. That’s really what we’re trying to do—democratize these tools. It shouldn’t just be for Procter & Gamble and Unilever. We have the same challenges, just on a different scale.”
from Digital Marketing Education https://ift.tt/jHrM5sa
No comments:
Post a Comment