In the latest Beyond the numbers discussion, Madhive CEO Spencer Potts and OpenAP CEO David Levy explored the evolving world of advanced advertising. Recorded in Cannes, their conversation highlighted the critical need for streamlined processes and the impact of relevant ads.
Levy pointed out a common misconception: sending the same audience segment to different CTV publishers doesn't guarantee consistent targeting. Each publisher uses different data management platforms (DMPs) or householding solutions, leading to minimal audience overlap and inefficient ad spend. OpenAP aims to solve this by creating a single, consistent audience for buyers, ensuring unified targeting across linear, CTV, and various markets. This consistency is especially crucial for local station groups, allowing them to accurately demonstrate their reach.
Levy also stressed the importance of ad relevancy. He believes that by being "more efficient with people's time and attention," the industry could move towards "less advertising" overall, not by reducing revenue but by increasing the value of each ad. Serving highly relevant ads means advertisers can command a higher price, acknowledging the true worth of consumer attention. This approach benefits advertisers with better ROI and improves the consumer experience, shifting from a quantity-driven to a quality-driven advertising model.
Madhive shares Levy's vision for a more efficient and transparent advertising ecosystem. Our focus on deduplicated reach and frequency, particularly for local broadcasters, aligns with OpenAP’s mission to standardize and control advanced audiences. Don't miss the full conversation to learn more about the future of advanced advertising.
Watch the full episode below:
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