Scaling Addressable TV Heights: An interview with Steve Marshall
As seen on Beet.TV
This year, the promise of “addressable TV”, allowing advertisers to target individual TV sets, became a reality. But it remains just a slither of a US TV industry that is worth circa $75 billion.
“There’s two parts to scalability with addressable:,” says INVISION’s CEO Steve Marshall, whose company helps deliver ads to “addressable” TV sets:
- “There’s the technology, being able to scale the backend technology to serve more ads in more commercial breaks.”
- “Then there’s scaling the revenue.”
Marshall claims to be “very bullish on the ability to do both” but he thinks they won’t happen at the same time.
“Dealmaker’s Business Objects tool is great for validating and maintaining sales, inventory and reference data—especially for organizations that are growing in size and users. Business Objects and its custom reporting streamlines my workflow, alerts me to any violations of our operational rules and allows us to maintain consistent, quality data which is key to delivering the best results for our advertisers.”
VP of Pricing, Planning & Analytics, Revolt TV