Hot Takes: How Are You Dealing With Fragmentation?
Hot Takes is back!
This time, we asked our @TVREV Thought Leaders Circle members “How are you dealing with fragmentation?”
It’s an important issue as media fragmentation and its fallout have been top of mind at every industry trade show this year. And it will be the subject of my new book, due out next month, The Collapse of the Monoculture and the Rise of Feudal Media. (And what’s a little bit of self-interest amongst friends…)
Smarter supply path decisions are the answer for Blake Hebert, Senior Director of Publisher Operations at Premion, who argues the real problem is unmanaged fragmentation.
Fragmentation isn’t the problem—unmanaged fragmentation is. Streaming has never offered more opportunity—or more complexity. Advertisers need greater transparency and control over where their campaigns run. That means prioritizing direct relationships with publishers and their owned-and-operated inventory, using SSP-sourced inventory strategically to minimize duplication, and avoiding ‘audience extension’ offerings from partners that don’t control the underlying supply. Beyond supply selection, advertisers should use the signals available in the bid stream to segment inventory more intelligently and align media quality with campaign objectives. Smarter supply path decisions ultimately drive greater efficiency, stronger performance, and more value from every streaming investment.
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