Executives from Matrix Solutions, Hearst, Weather Group, Univision, Xumo, FreeWheel, Fox, Comcast – Beet.TV


TV advertising sales are becoming more automated as digital technologies transform the way marketers and media agencies run their campaigns. Computerized auctions of video advertising inventory have taken hold in connected television (CTV) and are expected to transform the wider television market as part of its technological evolution.

Manage sales in a context of complexity

Mark Gorman, Managing Director of Matrix Solutions

Publishers and television networks face a challenge in managing their advertising inventories as they expand onto new video platforms. Matrix Solutions develops Matrix Sales Gateway to help automate the ad sales workflow. The idea is to help manage the entire sales process through to revenue recognition.

Unified workflow for linear and digital

Al Lustgarten, senior vice president of technology and information services at Hearst Television

Pushing to new video platforms while managing a linear broadcast business with legacy technologies has been a challenge for station groups. The goal is to have a unified workflow to accommodate these two business lines.

Scramble for inventory

Barbara Bekkedahl, President of Advertising Sales at The Weather Group

Consumer demand accelerated as pandemic-related lockdowns lifted, which helped media spending rebound. Amid this recovery, advertisers faced a significant shift in viewing habits as people spent more time with video streaming platforms. Shoppers rushed to secure high-end inventory in a shrinking linear market and shifted their spending to high-end services.

Maintain Linear Range

Dan Riess, Director of Growth at Univision

While many English-language linear channels have seen their viewership decline over the past year as people spend more time with digital video and streaming platforms, Spanish-language media giant Univision has maintained its reach linear on cable and broadcast. As more people stream video to connected devices like smart TVs, Univision planned to expand programming for Prende TV, its advertising video-on-demand (AVOD) service.

Improved measurement

Jerrold Son, Executive Director of Advertising Operations at Xumo

Television is moving from an era of demographic targeting of advertising and audience measurement by panels. It becomes a goal precisely targeted at households and accurately measured by on-screen data.

Prioritize identity resolution

Mark McKee, Senior Vice President and Chief Revenue Officer, US, at FreeWheel

Premium TV program providers have more ways to reach audiences who spend more time watching videos on connected devices such as smart TVs and mobile phones. The growth of connected television (CTV) has added another layer of complexity to the advertising market. As advertisers seek to target audiences based on criteria other than demographics, consumer data has become more crucial. Advertisers want to protect their proprietary data and the privacy of their customers, making identity resolution a priority.

Linear and streaming flexibility

Michael Falco, executive vice president of revenue management and strategy at Fox Corp.

The Tubi streaming platform has allowed Fox to offer media buyers more choice, flexibility and audience targeting. Fox has also seen an influx of buyers into the initial market over the past year, despite the disruptions of the pandemic.

Scaling for addressable ads

Richard Nunn, vice president and general manager of advertising solutions at Comcast Technology Solutions

As television advertising becomes more addressable and its creation more personalized to households, the volume of advertisements is expected to increase significantly over the next few years. This growth will make ad management automation a necessity for marketers, agencies and media channels.

You’re watching “A Market Transformed: The TV Advertising Industry Driven by Automation,” a flagship Beet.TV series presented by Matrix. For more videos, visit this page.


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