In this BeetTV interview with Dave Morgan, the CEO of Simulmedia, conducted by Mike Shields, Morgan delves into the complex and multifaceted issues plaguing the world of streaming advertising. His analysis reflects a critical eye on the lack of transparency, challenges in cross-platform measurement, the impact of a recent report on YouTube’s advertising practices, the ongoing waste in programmatic advertising, and his personal connection to Ukraine’s tech industry.
Morgan initiates the conversation by addressing the lack of transparency in streaming advertising, particularly within connected TV (CTV). He attributes this opacity to the dynamics of supply and demand. The scarcity of supply in CTV advertising, compounded by ad-free streaming and minimal ad presence in other streams, has led to mislabeling and subpar content entering the supply chain. This has caused concerns among publishers about show-level transparency and overall quality of content. Morgan acknowledges that the market will eventually reset, but stresses the urgent need to address these issues.
The discussion then shifts to the challenge of cross-platform measurement, a longstanding concern in the industry. Morgan acknowledges that progress has been made in this area, but he points out that there’s still a significant gap between what buyers expect and the current capabilities. He highlights the discrepancies between linear and digital buyers, as well as the presence of multiple currencies, which create confusion. His perspective underscores the need for more standardized and calibrated cross-channel measurement systems.
When asked about a recent report on YouTube’s advertising practices, Morgan highlights that the issues raised in the report are not limited to Google alone; they are reflective of industry-wide problems. He emphasizes that self-registration of inventory leads to policing challenges, advocating for a shift toward a stricter whitelist approach. He also raises concerns about ad servers’ impact on analytics reports and pricing optimization, which can distort market dynamics.
The conversation then turns to programmatic advertising waste, with Morgan drawing parallels between this issue and the previous ones discussed. He references the AMA’s findings, which revealed excessive campaign traffic to a vast number of sites. He underscores the significance of a white list approach over a black list, and stresses the dangers of pollution within the open Internet concept.
Towards the end of the interview, Morgan opens up about his involvement in the Ukrainian tech industry. He emphasizes his connection to Ukraine’s development work and the critical role the tech industry has played. He describes his recent visit to Ukraine and the resilience he witnessed in the face of economic challenges. He encourages the advertising industry to collaborate with Ukrainian tech firms and creative agencies, highlighting the potential for mutually beneficial partnerships.
Dave Morgan’s insights as shared in the interview provide a nuanced and incisive understanding of the intricacies and challenges within the streaming advertising landscape. His commentary reveals a deep awareness of systemic issues, a call for transparency, a demand for standardized measurement practices, and a commitment to international collaboration in addressing shared industry concerns.
We always appreciate the insights from @DaveMorganNYC of @Simulmedia, and were happy he joined us at the #BeetRetreatBerkshires. Special thanks to @Magnite @KERVInteractive & @TransUnion for sponsoring our series: https://t.co/rnxS8QaR7c #crossplatformvideo #tvadvertising pic.twitter.com/ww0GE2M3xG
— Andy Plesser (@Beet_TV) August 16, 2023
