It's All TV: Understanding Ampersand's Role in the Streaming Revolution

It all became apparent as Andrew Ward president of Ampersand opened the Streaming Video portion of the program with an overview of the evolution of media under the notion of quotIt39s All TVquot With the current disruption Ward pointed out quotIt39s not so much what we39re watching that39s changing but how fueled by the intersection of TV content and digital broadbandquotPart of what fueled Ampersand39s involvement with the IAB ALM quotStreaming Revolutionquot was the recognition that the same bifurcation of sales in the TV community that had led to silos between Broadcast sellers and Cable TV sellers could start to repeat itself if the TV and streaming video industry takes a headson competitive view of each other Ward urged cooperation vs competition quotAt the end of the day our mission at Ampersand is to help protect and grow the TV ecosystem in the face of strong digital competitors In order to succeed the TV marketplace must unite not fragment We must not look at one another as competitors but rather as partners Ampersand39s brand identity is a nod to this power of AND Publishers and Distributors Data and Measurement Linear and OTTCTV Brands and AgenciesquotDuring his talk at IAB ALM Ward emphasized the importance of the TV marketplace embracing the power of AND quotrather than the limitations of ORquot as brands evolve to an audiencefirst strategyThis perspective of and need for 39coopetition39 is exemplified by Ampersand39s buyside AND Platform which serves as connective tissue across the TV marketplace quotWe are looking to harmonize National Addressable and Spot market solutions Fundamentally we believe that the TV marketplace is stronger together than apart and Ampersand stands as the catalyst to achieve that unityquotA topic that came up frequently at IAB ALM was Google39s decision not to replace quotcookiesquot with any other unique identifier and to disallow the use of a web user39s journey for targeting a decision that Google says may allow competitors to take advantageMediaVillage asked Ward what the Google decision means for Ampersand He responded quotIt39s important to recognize that the cable industry is governed by Federal legislation The Cable Act of 1984 which provides significant consumer protection including privacyrelated rightsquot Ward pointed to a long history that has earned advertisers39 trust when it comes to use of their data Says Ward quotGoogle39s latest move is a recognition in my opinion of their need to earn the same confidence and trust from brands relative to consumer protectionquot Ward emphasizes that quotAmpersand provides advertisers with a safe and effective means to drive innovation across the TV ecosystem and in turn drive improved campaign performancequotMarion Hargett Ampersand39s senior vice president agency strategy and advanced TV sales also participated on an IAB panel titled quotOvercoming Streaming39s Fragmentation Getting Scale and Reach Right Right Nowquot along with representatives from LiveRamp Mediahub and a client Shenan Reed from L39Oramp233al The issues of the best way to use data and how to control frequency was a central discussion Hargett spoke about Ampersand39s inventory representation of both owned and nonowned inventory as a strong differentiator that helps give buyers a view into the reach and frequency at a larger scale quotWe are focused on helping brands plan execute and measure audience basedmulti screen campaigns The AND platform is powered by the largest TV viewership data set driving real time insights to the buy side We look to showcase all inventory not just the owned inventory in our AND platform to simplify centralize and showcase how and where a brand can reach their target audience We are able to show brands where they pick up incremental reach Crossscreen measurement tools will continue to scale in the AND platform as we know these insights are criticalquotConvergence is both clichamp233 and yet somehow seems more apt today than it did when it first became a meme in the 3990s As Andrew Ward reminded the audience quotIt39s All TV The viewer doesn39t think in boundaries so we too should be boundarylessquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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It's All TV: Understanding Ampersand's Role in the Streaming Revolution

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Jeff Minsky

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