Michael Piner, executive VP of advanced advertising for IPG’s MediaHub, was more bullish, at least on new currencies.
“I think the debate is over,” Piner said. “I think we are moving to a multi-currency world. I think we’re moving from a testing phase to actually implementing beyond just small campaign-by-campaign tests to actually moving the ball and guaranteeing on an alternative currency.”
But another agency executive, who spoke on background, said clients have generally expressed little interest in alternative currency use in this upfront. The agency executive said volume is weak but that there’s a general belief many companies may be holding budgets in reserve given lingering doubts about a recession. Those budgets could make for a robust scatter market, where she said new currencies are more likely to be used.
Byron Allen will pay Warner Bros. Discovery’s Nielsen bill
Speaking at the VideoAmp conference in Cannes following news that Allen Media Group is switching to VideoAmp from Nielsen as its primary currency, Allen jokingly promised to pay WBD’s Nielsen bill, based on his experience that VideoAmp shows audiences for his company’s programming is two to three times higher than Nielsen does.
“If all these guys start doubling or tripling their ratings, there’s less left for me,” Allen said, drawing laughs. “I will pay Warner Bros. Discovery’s Nielsen bills so their ratings don’t go up.”
Cost of JIC server questioned
Allen will not, however, pay for anyone’s JIC clean room costs, and that may be a problem.
Ed Davis, president of product and operations for OpenAP, delved into great detail on how the JIC’s Snowflake-based Streaming Data Server will work, including privacy compliance tools aimed at showing audiences of no fewer than 500,000 people. Buyers and sellers will be able to query that streaming database. But safeguards will prevent a series of slightly varied queries aimed at getting thinner slices that might expose more personal data, he said.
While other participants were impressed by the system, iSpot.tv CEO Sean Muller was concerned about the cost and who will pay. “This is an awesome architecture, but super expensive,” he said.
Much of the cost will be borne by measurement companies, Davis and OpenAP CEO David Levy said, but they’re also taking steps to minimize it.
“There are a lot of ways to dramatically reduce the cost of these queries, and that’s part of the reason we want to execute queries on behalf of customers initially,” Davis said.
Levy said the JIC is being as transparent as possible about the system as early as possible so no one is surprised. But he said, “We're going to have to live with the fact that this all is going to cost more money in order to protect consumer privacy.”