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Privacy Will Force Broadcasters To In-House Platforms: VideoAmp's Prasad

5 monthes ago   |   By Beet

COLOGNE - Over the last couple of years, we have all become familiar with the possibility that media agencies could be “disintermediated” as ad buyers pull certain key functions in-house in a quest for transparency and control.
But could the same happen on the sell side, and why?
VideoAmp chief strategy officer Jay Prasad thinks it could, prompted by the looming demands of new privacy legislation.
“We're seeing media companies want to have a lot more ownership of how that content is accessed, and what kind of targeting and contextual capabilities they enable around that content,” he tells...
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