Programmatic TV Ventures into Advanced Audience Targeting and Attribution - eMarketer

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eMarketer Interview

Programmatic TV Ventures into Advanced Audience Targeting and Attribution

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An interview with

Joshua Summers

CEO, clypd

Topics: MarketingAdvertising

Interview summary

Joshua Summers, CEO of television supply-side platform (SSP) clypd, speaks with eMarketer’s Lauren Fisher about the latest trends in programmatic TV, including a rapid shift toward more advanced audience targets and the pressing need for improved attribution efforts.

Interview

eMarketer: You’ve now been operating in the programmatic TV space for four years. What are some of the biggest trends and changes you’ve seen?

Joshua Summers: [Programmatic TV] is starting to become a piece of almost every brand’s strategy. Whereas it used to be the occasional test here and there, it’s now: “OK, I’m a brand and I need to split my budget between digital, linear, print, out-of-home, etc. And within each of those categories, I’m going to then split it between traditional buys and programmatic advanced audience buys.”