Even as more marketers come to understand the value proposition of advanced advertising targeting, more sell-side silos are being erected. This is why a big focus under new GroupM North America CEO Tim Castree is to encourage the disaggregation of data, inventory and technology.
While a lot of progress has been made in the last several years, “there’s still too many people that want to own their own solutions, own their own data,” Castree says in this interview with Beet.TV in the walkup to CES 2019. “So we’re seeing a lot of advanced television silos pop up, which makes it more challenging and less simple to aggregate that back up for marketers.”
Watch the full video and read more on the Beet.TV website here.