TiVo's Walt Horstman on Putting Data at the Center of the Media Business

Charlene Weisleramp160 How do you view the current state of agency TVVideo Audience Optimizations programs and systemsWalt Horstmanamp160 A key challenge both the agency and the sellside systems face is bringing all the disparate current and future media platforms togetheramp160 I believe this will be addressed through an organizing principle around dataamp160 We39ll build from a common foundation of data and then move out from there to the various workflows and applications of the data for different respective media platformsamp160 In many respects putting the data at the center to solve this challenge also puts the consumer at the center and ultimately creates an improved consumer experience with marketingWeisleramp160 How do you see this evolving over the next 2436 months to incorporate crossplatform data Horstmanamp160 This evolution has already begun and I believe we39ll see partnerships develop over the next few years across systems that have expertise in each of the media platformsamp160 For example at TiVo we have great expertise in advanced data predictions and optimization systems for TVamp160 We39ll partner with others who have expertise in mobile or OTT amp160amp160It is unrealistic that a single unifying crossplatform optimization application will emerge so bestinclass systems will partneramp160 The connectivity will be around deterministicallymatched dataWeisleramp160 Do you think that the agency systems will be able to adapt to the futureHorstmanamp160 Yesamp160 If we think of agency systems within the context of enterprisewide software systems they will evolve to become vast stores of data upon which algorithms will act on the data and then connect inbound and outbound through standard APIsamp160 Historically we39ve had large endend monolithic systems and those systems that are successful will move to discreet connected modules that serve a unique function such as audience predictions or media optimization or KPI attribution and optimizationamp160 But the agency systems are no different from other enterprisewide software applicationsamp160 It is a state of continuous evolvingWeisleramp160 Do they need to be completely rebuilt from scratchHorstmanamp160 No it39s an ongoing evolutionamp160 And the tech debt never really goes away although the eternal optimist in me keeps hoping that tech debt will be gone just as soon as we round the next corneramp8232Weisleramp160 Is there the client demand to make the required investmentsHorstmanamp160 The demands are absolutely there for better marketing effectiveness across a vast and complex media ecosystem todayamp160amp160 So we can39t look at this as a question of how do we justify the continuing investment in agency and sellside systems as only a costcenteramp160 We have to frame this as an important means for agencies to deliver a higher ROI for their clients on their media investmentsamp160Click the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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TiVo's Walt Horstman on Putting Data at the Center of the Media Business

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Charlene Weisler

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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TiVo's Walt Horstman on Putting Data at the Center of the Media Business

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Charlene Weisler

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