Many of the problems which emerged for video advertising in the ‘wild west’ days of online video were cause by the number of intermediaries which emerged between the buyer and seller says Nigel Gilbert, chief market strategist EMEA at AppNexus, a Xandr Company. As the TV market moves towards programmatic trading models, it’s starting in a much stronger position than digital says Gilbert, as it’s much more consolidated, and measurement standards already exist.
In this interview Gilbert discusses:
i) What lessons the TV industry can learn from the challenges faced by programmatic digital marketers.
ii) What he believes the future of TV advertising looks like.
iii) How AppNexus fits into AT&T’s advertising division Xandr.
Filmed at New Video Frontiers 2018 in London.