How the ‘Plumbing’ of Video Ad Tech Still Isn’t Fit for Purpose in 2018

There are a selection of challenges facing digital advertising industry that tend to dominate both trade press headlines and conference agendas; the likes of brand safety, ad fraud and GDPR. But lurking beneath these challenges is a problem that’s being relatively ignored says Melinda McLaughlin, CMO at Extreme Reach, a workflow management platform for TV and video campaigns. The ‘plumbing’ of the industry, the supply process that moves a video asset from the creative team to a potential customer’s screen, is broken, she told VAN, and it’s causing problems for campaign success.