LONDON, UK — It’s easier than ever for viewers to watch high-quality TV.
It’s getting harder for advertisers to reach them.
But just as technology has unleashed fragmentation, Realytics’ Guillaume Belmas believes it could be the solution too.
“Nowadays, with so many different services such as streaming, it becomes a more complex decision for the demand side,” says Belmas.
His company offers:
- A programmatic demand-side platform (DSP) for buying TV ads in France.
- Attribution of TV advertising costs.
Last year the company was acquired by the RTL Group. RTL Group has merged three divisions to improve its digital advertising offerings.
- RTL AdConnect
- SmartClip’s Media Division
Speaking with Beet.TV at The Future of TV Advertising Global in December 2022, Belmas explained the challenges on the demand side.
“Linear TV advertising is very important to them,” he said. Measurements are also very important. Cross-media measurement is important for advertisers and agencies. This is because it’s important to eliminate duplication, attribute it to the right media, and bring in the right plan, the ideal plan in terms of “How can I distribute my budget to linear OTT?” and so on.
“That’s the main goal. Those goals have always been there, but making smart decisions is now even more complicated. So bringing this kind of technology to the demand side is really a big deal for them.” important and important.”