The rise of linear streaming & what it means
Angelina Marmorato
Lemma
- Part 1 The rise of linear streaming & what it means
- Part 2Why programmatic buying dominates CTV
Show Notes
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00:00Television's role in brand awareness vs. targeted advertising.Discussion on leveraging tracking technology for detailed targeting beyond traditional brand awareness.
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02:45Setting up tracking infrastructure for programmatic campaigns.Exploring the use of pixel-based and IP mapping methodologies for effective tracking in campaigns.
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05:20Utilizing ID graphs for connecting various devices in households.Explanation of how ID networks and graphs enable connecting different IDs for targeting in households.
Quotes
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"The television set itself is not a cookie based environment, so tracking looks a little different. It's all based on ID graphs that are built around IP addresses" - Angelina Marmorato
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"CTV really was built on programmatic in a way that the web wasn't. So that's a very positive thing in most transactions, even if they're bought directly with a publisher." - Angelina Marmorato
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"If you're wanting to do a broad awareness type of campaign, you're going to look very broadly for content that matches the basic demographic makeup of who your target audience is." - Angelina Marmorato
- Part 1 The rise of linear streaming & what it means
- Part 2Why programmatic buying dominates CTV
Up Next:
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Part 1The rise of linear streaming & what it means
Associate Vice President of North America at Lemma, Angelina Marmorato, from Lemma, a leading omnichannel Supply-Side Platform (SSP), delves into the rise of linear streaming and its implications. She discusses how Lemma's privacy-first approach and dynamic creative solutions cater to diverse audiences through CTV and OTT channels, ensuring relevant content placement. With a focus on streamlining supply deals and maximizing relevancy without relying on user-based data, Lemma empowers publishers with unprecedented control over their inventory lifecycle.
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Part 2Why programmatic buying dominates CTV
Associate Vice President of North America at Lemma, Angelina Marmorato, delves into the dominance of programmatic buying in CTV. Discover how Lemma, a leading omnichannel SSP, revolutionizes supply curation for emerging formats with a privacy-first approach and dynamic creative. Explore how Lemma empowers agencies and brands with unprecedented control over inventory lifecycle and audience targeting, ensuring relevance and precision in advertising.
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