Verizon Media's Iván Markman Shares Strategies for Ad Buyers and Networks

We have an exciting new addition to the newsletter this week. We are kicking off our ScreenBytes Executive Interview series, where we will bring you conversations and insights from top minds in the Convergent TV space. 

This week, we are thrilled to share our recent discussion with Iván Markman, Chief Business Officer at Verizon Media, on the latest developments, trends, and challenges across the industry.

Read the full interview here!

Excerpt from our conversation below:

Which developments are you most excited about within the Convergent TV space?
We are seeing marketers flock to household addressable. As consumers increase TV time, advertisers are investing accordingly. But as spend rises, marketers want to ensure campaigns perform and that viewers get the most relevant, interesting ads. This is where household addressable advertising shines. It blurs the divide between linear and digital, using household-level audience data to deliver the best experiences. It combines digital's targeting, personalization, attribution and performance with TV’s audience, sight, sound and motion, and premium inventory… 

With ongoing cord-cutting, what strategies should linear TV ad buyers and networks employ to drive business?
Make no mistake, even with cord-cutting and CTV growth, linear TV is an incredible channel, with high household reach and impressions. To optimize its value, however, and assure ROI, advertisers need to shift resources towards more advanced addressable linear inventory. Buying audiences, not just programming, is the future of the category. And then being able to connect the buy to omni-channel strategies seamlessly to maximize consumer engagement and ROAS...

More: Read the full interview