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Connected TV Plays To Upper And Lower Funnel Metrics: MediaMath’s Fisher

July 20, 2018 — by MediaMath

Mike Fisher joined MediaMath almost a year ago to head up our video and Advanced TV and video efforts. He recently sat down with Beet.tv to talk about the space and what MediaMath is doing to position itself to capitalize on these channels in the years to come. An excerpt from his interview is below.

While connected TV definitely is the “low-hanging fruit for what we’re doing at MediaMath today,” within three to five years all linear impressions will become one-to-one addressable and targetable through the rise of IP video, “so we want to be well positioned to be able to play in that space as well.”

MediaMath doesn’t buy or arbitrage TV inventory. Rather, it sees itself as the connection point between buyers and sellers, according to Fisher.

“We’ve curated our list of supply sources that we do most of our transactions with down to, say, the top twenty percent of supply sources that drive eighty percent of the meaningful impressions that marketers are looking for,” he says.

Those sources include five network groups and three big virtual MVPD services in a fraud-free environment. “We’re never more than one hop away from the end seller,” Fisher adds.

MediaMath’s pitch to traditional TV buyers is one of reach and frequency and how they can shift a portion of their spend “to the same inventory and the same viewer model and the same screen they know how to buy but doing it in a smarter, more measurable way.”

The company tells the same story to digital buyers but with a twist since they already know how to buy audiences, measurable impressions and retargeted campaigns. “For the first time, a digital buyer has the ability to transact on the biggest most trusted screen in the house in a way that they know how to do and in a way that fits into their business model.”