SANTA MONICA, Calif. – Many media companies including traditional print publishers, television broadcasters and digital startups have expanded their production of video content to engage readers who have higher-bandwidth devices such as mobile phones and smart TVs. That shift is pushing them to adopt technology that helps to maximize their advertising sales.
“Viewer consumption continues to shift to streaming. This has created a unique environment for publishers in the way that they have to start thinking like ad-tech companies to properly monetize their inventory,” Adam Royle, director of publisher business development and strategic partnerships at streaming-video company Roku, said in this interview at the Beet Retreat Santa Monica.
“There are choices that they have to make in terms of: are they going to buy their own technology or they’re going to build or they’re going partner?” Royle said. “Most publishers choose a combination.”