By 2030, TV advertising revenue and audiences will be significantly fragmented across platforms, screens and ecosystems. In response, traditional broadcasters will need to change the way they manage linear advertising, moving away from selling spots to selling an audience–whatever the platform. However, while leveling the playing field between linear and digital advertising rates, they will also need to maintain the premium that allows them to continue to invest in quality content.

Watch our session from TVOT LIVE! where we brought together representatives from international markets where audience-based selling is well established, and from US players that are working to implement it here, in order to discuss what needs to happen in order for it to take off stateside.

Panelists:

• Alan Wolk, Lead Analyst, TV[REV] – Moderator 
• Graham Heap, Senior Director of Product Management, Imagine Communications
• Eric Cavanaugh, SVP of Global Research, Publicis
• Kelly Perone, Head of Product, Effectv
• Andrew Troy, General Manager of Sales, DISH Media
• Jeff Eales, Director of Systems & Development, Sky Media