Smart ad-supported publishers and TV/video companies have been racing to provide advertisers with the tools they need to reach consumers across a fast-changing array of platforms.
But what should they do next, to differentiate themselves in 2025?
Lean in and embrace partnership, according to one tech exec who has been enabling those companies.
Rather than simply reacting to requests from agencies and brands, Innovid CEO Zvika Netter believes publishers should proactively bring offerings to the table by partnering with platforms.
In this video interview with Beet.TV, Netter praised Disney as a pioneer that has taken an active role in creating better ad offerings.
“Disney really pioneered and (is) leading the way in terms of thinking about innovation, but also adopting it and taking action to make these things happen,” he told Juian Zilberbrand in this video interview with Beet.TV as CES.”