But a standard corporate job was not in the cards for Greenberg. “I have had an entrepreneurial spirit since I was quite young, I get it from my father/family,” he confessed. “I have always wanted to help shape the market and be part of something bigger, which led to Tina [Greenberg] and I starting GABBCON. We saw a gap in the market that we seized and we have not looked back.”
Charlene Weisler: What are the challenges to audience-based buying and selling? And how to overcome them?
Gabe Greenberg: Technology is no longer an issue. The politics within different sales organizations — and the potential for some of them to try to set up additional walled gardens due to unwarranted fears about the threat to price — is our biggest obstacle today.
Our warning to these companies is to be careful what you wish for. Don’t make the same mistakes digital did. We have an opportunity to really change the market with new channels like TV, audio and DOOH [digital out-of-home]– we need to be sure we do the right thing. I think we will, especially with Open AP and other endeavors that have popped up on the periphery.
Standardization is also quite important — and GABBCON, along with other groups, is trying to lead the charge here.
Weisler: Where do you see audience-based buying and selling headed in the next three years? How much of the market will it command?
Greenberg: As ATSC and BlockChain take hold, video and TV will be a more dominant force in audience buying. NBC betting $1 billion this year on audience is just a tip of the iceberg.
I expect that as much as 25% of the TV/video market will be planned, bought and optimized on audience, using some level of sophisticated buying in the next three years. That is quite a significant number (it is larger than the entire programmatic pie today). New channels like audio and DOOH are also taking off and will accelerate the growth of audience-based buying (truly cross-device).
Weisler: Is linear TV dead?
Greenberg: Ha! No, nor will it be for some time (if ever). TV is the strongest it has ever been — and with ATSC 3.0, I expect that TV will begin to take dollars back away from digital.
Weisler: How will the IoT impact audience-based buying and selling, if at all?
Greenberg: I do not expect that it will have a negative impact it will create new device IDs and targeting opportunities that can be quite exciting.
Weisler: Tell me about the Abbi awards. When did it first launch? Why was it created?
Greenberg: The ABBI awards (Audience-Based Buying Innovation Awards) launched last year for the first time. The second annual ABBIs are open for entries now. We created them
because we did not see enough celebration of innovation in the market, in spite of all the word count about the topic.
The awards range from tech-platform innovation (demand-side and supply-side platforms of the year, plus data-management platforms) to agency and media/marketing leadership innovation to campaign and creative innovation.
We have some of the categories other awards might — cross-device campaign of the year, best use of data, etc. — but we are all about celebrating innovation and audience-based buying....The award itself is even quite innovative in its design.
Weisler: What is your recap of this year’s upfront? Who are the winners and the losers?
Greenberg: This year’s upfront has been a mixed year, but for the most part I think the winners are the content owners and producers.