Connected TV and over-the-top services are not only changing the way consumers engage with television programming, but also how marketers address what they’ve traditionally considered the TV audience.
At the recent Dmexco conference, we spoke with Tim Sims, SVP of inventory partnerships at The Trade Desk, which recently introduced audience targeting and attribution for internet-connected TVs using its platform. In the video above, he discusses how advertisers can reach this audience effectively. “You’ve got a big group of consumers who are migrating into OTT and connected television, and it’s a huge opportunity for marketers and brands to tell their story to that audience in that environment,” he explains.
Sims also touches on the growing need for transparency in digital media buys. “A lot of marketers and agencies are really trying to understand what is the path to the inventory,” he says. “Creating that transparency in the supply chain is really critical at this moment in time where we’ve got a lot of money that is shifting into the digital ecosystem.”
