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When it comes to advertising, screen size matters and it all starts with the big TV. The first exposure to a brand message begins the storytelling, which then leads to finding ¡°that same user, same household, same viewer on other screens either for down-funnel messaging in web video, mobile video or even display,¡± says ²Ñ±ð»å¾±²¹²Ñ²¹³Ù³ó¡¯²õ Mike Fisher.

This is particularly appealing to so-called direct-to-consumer brands with traditional digital video assets they can now extend to TV, the company¡¯s VP and Head of Advanced TV and Video says in this interview with Beet.TV at the IAB Annual Leadership?.

What those newer brands have in common is that they probably haven¡¯t had a relationship with a traditional agency while growing their businesses on the Internet with one-to-one, measurable marketing. They¡¯re attracted to things like programming and tent-pole events they¡¯ve never been able to access. ¡°Programmatic really fits well into that pipe especially for TV, which is why direct to consumer is so big for us,¡± Fisher adds.

As video SSP¡¯s continue to evolve,??model is ¡°to focus on running on the rails that the publisher wants us to run on. A lot of our partners build leverage, Telaria and other video SSP¡¯s, as their connection point for us into their inventory.¡±

This, in turn, ¡°allows us to connect to multiple supply sources. It allows them to connect to multiple demand sources without having to do one-to-one integrations with networks.¡±