AT&T says it wants to build a technology platform the entire TV advertising industry will use. It sees it as a natural move to counter the rise of Google and Facebook.
But TV executives are torn over whether rival media giants will ever be able to collaborate on such an effort.
Some see the timing as perfect, given TV’s fast-eroding ad dominance and the ad industry’s embrace of data and automated ad buying.
Yet others see inherent conflicts leading individual companies to stay in their corners.
Can the TV advertising industry work together to fight off the duopoly?
AT&T’s new ad boss, Brian Lesser, thinks so, but TV insiders are torn.
As Business Insider reported a few weeks ago, AT&T has some bold plans for the TV ad industry. The telecom giant, following its recent acquisitions of Time Warner and AppNexus, wants to build a TV ad hub that is used by the entire industry.
That includes competing cable and satellite companies as well as TV networks that aren’t part of the Turner family.
The vision is to make TV advertising more like a “platform,” à la Google and Facebook, through which advertisers can buy ads across multiple networks using automated software.
Some experts think …read more
Source:: Businessinsider – Technology