SAN JUAN, PR — When Craig Berlingo gives local advertisers new super-powers, he doesn’t necessarily want them to have to read an instruction manual.
The marketing capabilities on offer through new connected TV services are a step-change from traditional local advertising norms.
But Berlingo, CPO, MadHive, says it is imperative ad-tech can simplify those powers to unlock the next generation of new advertisers.
Capabilities like targeting and frequency control through connected TV have, until recently, been the preserve of larger, national brands. But MadHive is amongst the ad-tech companies bringing those powers to local brands.
“I think it’s our responsibility to make it less complicated,” Berlingo said, during an interview at Beet Retreat San Juan.
“(Ad-tech is) reinventing ourselves for what makes sense in a connected television environment, in a video environment, in a brand environment. That’s not what we originally built this stuff for.”
At Beet Retreat, our SVP …