Speaker unverified: belief

Transcript context

…Once there's a user who's asking for it, then I think that's perfectly cool. Yeah, yeah. Cool, super interesting. One other thing I'm interested in, kind of a long, it's not a different angle on the personalization, but contextualization, I know. CTV isn't your historical bread and butter, but a growing concern. And I think one of the best documented performance gains is when the creative of the advertising matches the creative of the context. I'm sure that's also true in some other contexts, but really true on the TV. Another place where you can imagine lots and lots of different variations that match the tone and style of the particular, not only the genre or the movie, but the very specific moment in the movie. Is that stuff that you, you know, have started to think about and bake into the way that you run your models? Yeah, I think for me, it has to be, you know, what's super important about advertising is it should not be intrusive to the user experience, right? It has to kind of feel of seamless and something that's getting in the way of the user experience of the content. And that also applies to websites as much as it does the connected TV. We've all seen those demos of where you get advertisements inserted into the content, whether it's sports or it's your favorite sitcom and so on. And I don't know if we're quite ready for something like that yet. I think you have to have something where you know, kind of the user feels, you know, kind of that it's relevant, that it's not interfering with their experience of the content. And so, you know, with video and connected TV, there's pre-roll, there's mid-roll, there's post-roll, which is, you know, kind of a different way of experiencing it. So as long as it's not intrusive, I think the users will be open. I think that's kind of more of the guiding principle there.…

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