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Samba TV and Simplestream spoke to The Media Leader about their work to support broadcasters’ digital transformation.

The smart TV OS provider and its ad server partner offer reach to 30m European homes and are emphasising the power of retail data insights.

Damien Bernet, Netflix’s EMEA ads VP, described the expansion of its programmatic partnerships as the latest step in Netflix’s broader strategy to offer the benefits of TV and digital advertising.

That small rectangle in the corner of the screen proved that advertising could work differently, viewers could have a choice and, given the option, people will engage when brands respect their time.

As more live sports move to streaming, media companies must sell advertising against their content across different platforms in a unified way that combines the upfront, premium process of linear with the dynamic execution of digital. 

The big media agencies are damaging the outlook for UK broadcasters through opaque trading practices that do not give them a fair share of client spend.  

Agencies need to be able to buy easily and know exactly what they’re buying, Robert Farazin added.

Netflix’s shift to focus on engagement suggests that long-term success depends much more on how subscribers are reacting to ads rather than simply how many those ads reach. 

Advertisers want to play a starring role in viewers’ lives, but this requires a comprehensive understanding of their unique motivations and behaviours. 

MediaSense will set up, develop and maintain the Barb Data Hub, while Snowflake is the cloud data platform.