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Ep.5 | Ross Templeton | Head of Revenue Delivery at STV Group plc

Ep.5 | Ross Templeton | Head of Revenue Delivery at STV Group plc

17/01/24, 00:00

Ross discusses his career journey in the ad technology world, starting from his role as a digital administrator at The Daily Record to his current position at STV. He highlights the evolution of technology in the industry, particularly in the areas of CTV and OTT. Ross explains the opportunities and challenges in CTV, including targeted advertising and data privacy. He also shares insights into the vendor selection process and factors for successful integration. Ross provides valuable career advice, emphasizing the importance of staying up to date with industry trends.

Key Takeaways:
- CTV is a TV connected to the internet that allows viewers to access a variety of video content, ranging from user-generated content to traditional linear broadcast and video on demand (VOD).
- The main opportunities in CTV include high engagement video formats, targeted advertising, and improved measurability compared to traditional TV.
- Balancing data privacy and targeted advertising is a challenge in the industry. Broadcasters need to ensure proper data protection methodologies, clear messaging to users about data usage, and the option for users to opt out.
The vendor selection process involves defining scope, identifying potential candidates, creating an RFP document, assessing responses, and comparing scores and feedback to make an informed decision.
- Successful integration requires a well-defined scope, a dedicated team, a project plan, and a focus on the minimum viable product (MVP) to ensure the core product is implemented correctly.
- Working in broadcast and programmatic ad tech is fast-paced and constantly evolving. It involves navigating regulatory requirements, selecting the right partners, and utilizing audience data to drive sales.
- Career advice includes keeping up with industry trends, becoming a subject matter expert in specific areas of interest, and following industry professionals on platforms like Twitter for valuable insights.
- Staying up to date with industry trends can be achieved by reading trade presses such as Video Week, Ad Exchanger, and Digiday, as well as following industry professionals on Twitter.
- It is important to balance personal opinions and professional insights on platforms like Twitter, which provide a more personal and genuine perspective.

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