Matt Prohaska believes the advertising industry is on track to benefit from consumers having full transparency over their data and fully opting in across all media channels. But he doesn’t think it will happen for another five years or so. One of Prohaska Consulting’s top services this year is helping buyers, sellers and technology.
In this fireside discussion with Prohaska Consulting CEO Matt Prohaska for Beet.TV, Janus Strategy & Insights president Howard Shimmel – previously chief research officer at Turner – opens up on how Turner’s research has convinced him the change is coming and thinks viewers may soon elect to give broadcasters and their advertisers far more specific information about their buying intents.
Consultant Matt Prohaska senses less of a stigma surrounding programmatic television and more “cross pollination” of agency teams. But he sees things like frequency capping and reducing transactional friction costs as very much a work in progress.
Session recording from PROGRAMMATIC I/O San Francisco 2018.
“The good news is that (this is) for the good of the industry, for the good of consumers, for the good of this whole ecosystem. (This is) the way it should have been to begin with. We didn’t have a great opt-out system and so the pendulum swing now says, ‘Okay, it’s going to be a little more painful in opt-in and you’ve got to let everyone know up-front.”
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Head of EMEA Martyn Bentley Leads a Panel
Dean Harris, MD
Raef Godwin, VP Revenue Operations, PGA Tour
Snr Director, Nielsen
SVP Rubicon Project
Native Programmatic Panel
Hosted by Hearst Digital
DPAA Panel, Hosted by Matt Prohaska
Matt is joined by senior execs from Adroit Digital, Krux Digital and DMN Media