The Advertising Forum was created to address popular adtech, media and advertising topics and foster innovation by bringing together industry thought leaders, innovators, and experts from AdTech, Agency, and Brand sectors. Recognizing the industry's thirst for knowledge, we empower the community through open discussions with industry experts. Each series will focus on a topic ranging from creative to yield with a goal of eliminating industry noise and getting straight to the topic. Together, we can create a brighter future for advertising. To learn more about The AdTech Forum contact us at www.theadvertisingforum.com
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The Advertising Forum was created to address popular adtech, media and advertising topics and foster innovation by bringing together industry thought leaders, innovators, and experts from AdTech, Agency, and Brand sectors. Recognizing the industry's thirst for knowledge, we empower the community through open discussions with industry experts. Each series will focus on a topic ranging from creative to yield with a goal of eliminating industry noise and getting straight to the topic. Together, we can create a brighter future for advertising. To learn more about The AdTech Forum contact us at www.theadvertisingforum.com
The Future is Live: Embracing Real-Time Advertising
The Advertising Forum by Marketecture
13 minutes
3 months ago
The Future is Live: Embracing Real-Time Advertising
In this episode of the Advertising Forum, Mark McKee, EVP and General Manager at FreeWheel, discusses the growing importance of live advertising and the integration of programmatic solutions. He highlights Freewheel's investments in live events, the challenges of monetizing live content, and the need for collaboration within the advertising ecosystem. Mark emphasizes the role of AI in enhancing live event experiences and the necessity for publishers to adapt their strategies to maximize revenue opportunities. The conversation also touches on the future of television, advocating for a seamless blend of linear and streaming advertising.
Takeaways
Live advertising is rapidly growing and shifting spend.
FreeWheel has been a pioneer in investing in live events.
Programmatic solutions help monetize unexpected surges in viewership.
Collaboration with partners is crucial for success in live advertising.
Publishers need to diversify their monetization strategies.
AI can enhance the creative process for live events.
Maintaining reliability and infrastructure is key for live events.
The unpredictability of live events requires adaptive strategies.
Linear TV should adopt programmatic principles for better inventory management.
The advertising ecosystem must work together to improve outcomes.
Chapters
00:00 The Rise of Live Advertising
03:00 Programmatic and Live: A Seamless Integration
05:49 Monetization Strategies for Publishers
08:50 Preparing for Live Events: Best Practices
11:50 The Future of TV: Merging Linear and Streaming
The Advertising Forum by Marketecture
The Advertising Forum was created to address popular adtech, media and advertising topics and foster innovation by bringing together industry thought leaders, innovators, and experts from AdTech, Agency, and Brand sectors. Recognizing the industry's thirst for knowledge, we empower the community through open discussions with industry experts. Each series will focus on a topic ranging from creative to yield with a goal of eliminating industry noise and getting straight to the topic. Together, we can create a brighter future for advertising. To learn more about The AdTech Forum contact us at www.theadvertisingforum.com
