S3 E1 - Bérangère Degni-Rezé, Samsung Ads

Fantastic.

And with that kind of wealth of early digital experience, what did you find when you moved into TV? Perhaps you didn't...

You knew that the traditional TV people didn't, and, and was there anything you had to kind of feel like you had to unlearn in this kind of new-

I think when you come from a digital background into CTV, I thought my programmatic knowledge wasn't probably... like, this wasn't my forte because I was working on mobile where you work with couple of exchanges, dozen of SSP, DSP, and, and so many actors in that space, and then you move into CTV, and the space is very different.

Uh, seven to eight years ago, in Europe especially, the space was just not programmatic at all because it just wasn't a requirement from our buyer really.

CTV was bought on a very direct one-to-one basis, mostly looking at TV buyer tapping, like, dipping their toes into the streaming space on, on the big screen.

And we, we slowly added couple of layer to address more of the digital buyers, but we're nowhere near the complexity of mobile and, and display.

And that, that's probably also a good thing because we can keep a, a nice hybrid way of still speaking to people, trying to have as much, you know, transparency and keeping what TV, the good part of TV, which is tapping into entertainment time for audiences, valuable audiences and, and big screen.

And then really what happen behind the screen around pipes and SSP and, and DSP and exchanges is, is just a mean to an end, and it's not the main aspect of the job.

Yes.

It's where do you think we are on that journey? And do you think we...

Who's driving that now in, in, in CTV? Is the, is the TV influence of all the best of TV driving that, or the digital, or is it some sort of combi- combination of the both?

I think our agency and general demand partner are really driving the change.

Ultimately, no one want to build the most complex ad stack, uh, that's gonna add a lot of cost just for, for the beauty of it.

I think when we talk about consent management platform and when we talk about, you know- DMP and partnering with a number of DSPs.

This is all to answer a need when it come to targeting addressability, understanding audiences, being able to apply first-party, second-party, third-party data, and we have to keep that in mind.

Building and managing an ad stack has to be for the greater of transparency and addressability of, of our buyers.