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TV Advertising Is Becoming More Performance-Based: Molocos Dave Simon Beet.TV [Video]

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Small Business Growth

SANTA MONICA, CA – Four companies in the United States this year received 66% of the country’s advertising revenue, data from Interpublic Group’s Magna Global show. Those Big Four – Alphabet’s Google, Meta Platforms, Amazon.com and Bytedance’s TikTok – are pushing other media companies to improve their audience targeting and other performance metrics.

“There are millions of advertisers that buy from these services where they are seeing real customer value be created for their businesses by putting money into those platforms,” Dave Simon, general manager of growth initiatives at digital-ad platform Moloco, said in this interview with Beet.TV contributor Tameka Kee at the Beet Retreat Santa Monica. “The challenge for the broader industry, which has not historically operated on an outcome basis, is: how are you going to combat the fact that it’s really easy to get ROI [return on investment] using those four services?”

Media outlets that offer a way to identify distinct audiences while still respecting …

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