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Advanced Television Is About Buying Audiences, Not Space: Cadreon’s Kumar

Arun Kumar deliberately avoids the term “programmatic” when talking about advanced television’s audience targeting potential. “All we’re trying to do is take some of the principals behind programmatic. We don’t want to buy space for the sake of buying space,” says the Global President of Cadreon, Interpublic Group’s ad tech unit.

Semantics aside, Kumar is focused on answering a particular question from marketer clients. “Have I made a smart decision on my media investment, and why is it smart?” he says in an interview with Beet.TV.

Key to such smart decisions is making sure that creative and planning agencies are working with the same target audiences and that buyers are executing against the same segment.

“What it means for us is this is the way we expect all media to be bought in the future,” Kumar says. “It’s less about whether it’s biddable, whether it’s going through an exchange, whether it’s private inventory. The most important point is are we planning and buying on audiences or are we still stuck with space.”

Watch the video here