Ongoing data mismatches and the wish of some tech vendors to own the ecosystem mean the true opportunities for selling TV ads using advanced digital techniques have “plateaued”.
That is according to the North America boss of the world’s largest media-buying agency, GroupM.
Tim Castree, GroupM North America CEO, in this video with Beet.TV, says traditional TV, therefore, remains robust with plenty of remaining upside to sell data-optimized traditional TV ad campaigns.
He is calling for “open” standards to change the game.
Please watch the full interview on Beet.TV here.