By Alyssa Boyle
This piece was originally published on Chief Marketer Network brand AdExchanger.
Convergent TV World conference is taking place on March 5-6 in New York City. Click here to register.
“Transitional.” “Developing.” “Work-in-progress.”
Those are the best descriptions of the current state of TV and video convergence, according to industry experts that Cynopsis and AdExchanger identified as top leaders influencing the video advertising landscape. As the line between TV and video viewing behavior continues to blur, ad technology and workflows remain siloed. There’s been some progress, but change takes time. There are, however, ways to continue building momentum.
We asked 10 industry influencers, including two buyers and three sellers, to rate the current state of channel convergence, the pain points they’d most like to see solved and which opportunities they are most looking forward to this year.
Here are three takeaways that stuck out:
1. The majority of respondents see a lot of room for improvement.
2. Some streaming publishers say they’re underwhelmed by advertiser investments.
3. Building confidence in convergence depends on two priorities: outcomes and interoperability. Find out why. Read the full article here.
The Convergent TV World conference is produced by AdExchanger, Cynopsis and the Chief Marketer Network.
